With an ever-aging donor base, it was critical for RNLI to become more relevant and engaging to under-18s. We ran a huge programme of onboarding with stakeholders, audited current content and ran co-creation sessions with groups of children, young people and parents across the UK. We produced a new look and feel for the RNLI youth communications, including colour palette, fonts, design tool kit, photography and video style, and new a brand strategy made up of new brand values, audience segmentation, tone of voice and messaging. These were rolled out across campaigns, education materials, promotional products and web content.