Dreams Come True
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Dreams Come True is a UK charity that makes dreams come true for children with serious illnesses living in the most deprived areas of the country.
Upon hearing the name Dreams Come True, we felt there was already such a powerful story to be told. Our goal was to design a brand that felt honest and heartfelt — something that could hold space for the serious reality these children face, whilst still expressing the joy, play and magic that the charity brings into their lives.
At the centre of the new identity are a cast of illustrated mascots — our Dream Helpers. These characters represent the people behind the scenes: the supporters, fundraisers and charity workers who help make each dream a reality. They’re not just decorative elements, but central storytelling devices. We made sure they are fully integrated throughout the brand; interacting with photography, video and popping up to help illustrate specific dreams.
A key part of this project was honouring the storytelling nature of the charity. Dreams Come True doesn’t just create magical moments — they go on to tell those stories, making sure they reach and inspire more people. We chose a soft, off white background (rather than a stark white), paired with a deep navy instead of black to give that feeling of a printed book. Our headline typeface, Cooper Light, adds to the gentle, approachable, storybook aesthetic.
This project was a real labour of love, delivered at time when more children than ever are facing hardship with 5.2 million children in the UK living in poverty, equivalent to 1 in 3 and rising to 1 in 2 in some areas. The need for Dreams Come True’s work has never been greater and it was an honour to bring this rebrand to life for a charity doing such vital work.
Credits
TEAMDavid Allen
Carmen Perez Jimenez
Tegwen Tucker
MY ROLEConcept development
Design lead & direction