Pearlfisher has created a brand identity for Harrison’s Fund, the charity founded to raise money to fight Duchenne Muscular Dystrophy.

Harrison’s Fund is named after five year old, Harrison Smith who was diagnosed with Duchenne Muscular Dystrophy in January 2011. Harrison has the appearance of all strong and healthy five year olds, however, like other children with Duchenne, his muscles are deteriorating at an alarming rate. Unless a cure is found for Duchenne Muscular Dystrophy, Harrison will lose the ability to walk at some point in his adolescence and eventually will lose all muscle function in his body. Like all children with Duchenne he will lose his battle for life in his late teens or early twenties from heart or respiratory failure. The mission of Harrison’s Fund is to direct money into the hands of the researchers who have the very best chance of finding a cure or treatment for Duchenne Muscular Dystrophy.

Pearlfisher has created a brand identity that is inspired by the playful spirit of Harrison’s character. The smiley face brand mark is formed from the dot of the ‘i’ and the apostrophe in Harrison’s name. The characterful identity is expressed through different playful expressions, and a bright colour palette of blue and orange, with secondary colour-ways of purple and green.

The strapline that accompanies the identity is ‘Make time’, highlighting that, for Children like Harrison, time is of the essence and that we all need to ‘make time’ to raise the money necessary to research finding a cure and the best treatment for Duchenne Muscular Dystrophy.

Natalie Chung, Creative Director at Pearlfisher comments “we wanted to create a fun and informal identity that was inspired by Harrison’s playful personality and reflected the core vision of making the most of every second. Similarly, an identity that was impactful and that inspired people to help the fund succeed.”

Alex Smith, Founder of Harrison’s Fund comments, “Pearlfisher have expertly brought to life a vision we had for Harrison’s Fund brand design. As a charity we want to be a breath of fresh air, whilst this is a very serious cause, currently with a bleak outlook, we are always, and always will be, up-beat, vibrant, fun, bold and enthusiastic….just like Donna, myself, Harrison and our youngest William.”

The Harrison’s Fund identity has been expressed across stationary, T Shirts, postcards and online.

Photo: Charity Brand Harrison’s Fund