When Alex and Donna Smith’s son, Harrison, was diagnosed with Duchenne Muscular Dystrophy, they established a charity to research the disease – which affects one in every 3500 male births. Harrison’s Fund needed to raise awareness of this unknown condition, in a category where everyone has a story to tell. Pearlfisher took the cause to its heart, creating a strong and upbeat brand identity for the charity that celebrated Harrison’s cheeky personality. The cohesive branding inspired a positive call to action, using a youthful and informal tone across stationery, clothing and the charity’s website. Just six months after launching the brand identity, the charity was exceeding all fundraising targets. Funds reached an amazing £100,000 in the first year, online awareness has increased by 700%, and six businesses have already approached Harrison’s Fund to become corporate partners.