Charlie's Promise

The Challenge
After the devastating loss of his son Charlie, Martin Cosser set out to create a charity that could honour Charlie’s memory while confronting the harsh reality of knife crime. The challenge was to communicate grief, loss, and urgency without softening the truth or alienating the young people most affected.

The Wonderment
We created a brand rooted in raw honesty and emotional resonance. The logo symbolises Charlie’s broken heart, and the hearts of everyone left behind, while a bespoke house typeface with missing elements represents lives cut short. The choice of sky blue, taken from Charlie’s favourite hoodie, replaces the expected red with something more personal, human and disarming.

The Result
An iconic and deeply moving identity that refuses to be ignored. The charity now has a visual language that feels authentic, powerful, and relatable, connecting across generations and speaking directly to Charlie’s peers with compassion, clarity, and impact.

I am extremely priviledged to be a trustee of this amazing charity.