ABF

From brand strategy to embedded creative partner

Client

Army Benevolent Fund

Army
Benevolent Fund

Army Benevolent Fund

Services

Brand Strategy
Visual Design
Marketing  Digital Design

Brand Strategy
Visual Design
Marketing  
Digital Design

Industries

Charity

An embedded creative team

What started as a brand project has become a long-term creative partnership. We work directly alongside ABF’s in-house marketing team, handling everything from major campaign creative strategy to fast-turnaround event collateral, social assets, exhibition stands and press ads. The ABF team gets consistent creative thinking, a valued outside perspective and the bandwidth to stay focused on what only they can do.

Huskii devise strategically led design and advertising and produce smart, well thought through work that has helped us make real step changes with our brand.

Charlie Mears

Assistant Director of Marketing,   
The Army Benevolent Fund

Before + After

Strategy first. Built to last

Strategy first.
Built to last

The Army Benevolent Fund faced a challenge most charities never encounter: a name change mid-life. In addition their existing logo was impractical in shape, hard to read and lacked impact. That meant rethinking the logo, without losing the credibility of the ABF name earned over decades. We ran a structured strategic process, drawing on research into the charity and military visual landscape and . We worked with an internal steering group and direct feedback from serving personnel, ensuring the new mark could carry the weight the mission demands.

The result is a compact, responsive brand system designed to work across a wide range of settings, from large-scale advertising and event flags down to a lapel pin. The flexible ribbon motif boldly holds its own against the colours and textures that run throughout the wider brand, which we also rebalanced to enhance readability, authority and recognition.

Creating a lasting legacy

Working as an extension of the ABF’s in-house team, we developed the creative strategy for their most sensitive fundraising campaigns, including Gifts in Wills and In Memory giving. The brief required us to understand who we were speaking to and why before a single asset was designed.

Our campaign work for the Army Benevolent Fund, including ‘More than a memory’ and ‘Will you?’ centred on design that truly resonates with soldiers, veterans and their friends and families. Our focus centred around language that speaks directly to each audience with clarity, respect and authenticity, ensuring every message felt personal and relevant. Paired with imagery chosen to evoke an emotional connection, honour, remembrance, legacy and support, the campaigns were crafted to feel human, heartfelt and deeply rooted in the lived experiences of the Army family.

Huskii were amazing to work with. They really 'got us' - what we were trying to achieve and the context within which we were trying to do it. They reassured all of the stakeholders with their creativity and professionalism. Everyone was delighted with the work.