The brand had to appeal to pensioners and children alike.

The new Magic Me identity is based around a two coloured plasticine ball that offers endless modelling permutations. It reflects how Magic Me harnesses these people’s latent creativity to do extraordinary things.

The new brand identity has helped to secure additional funding in a crowded charity market, whilst also being rolled out in many community based events, including a float at this year's annual public parade in the City of London.