Your gift, their smile

Brief
To come up with a name, logo, partner toolkit and supporting merchandise to promote Al Jalila Foundation’s Ramadan Fundraising Initiative, enabling the charity to enlist F&B partners to raise money in support of a great cause.

Lowdown
Aptly named Basma, the Arabic for smile, the campaign logo and messaging reflected the essence of their goal – ‘Your Gift, Their Smile’. We created a Basma toolkit to help F&B outlets select and execute their preferred method of participation. The toolkit included guidelines and ideas for fundraising activities such as giving a percentage of sales, specific menu items or set meals, special

tables or evenings dedicated to the campaign.

Deliverables
Name, logo, slogan, advertising campaign, partner toolkit and a wide range of supporting campaign merchandise.