Secret 7”, War Child’s flagship fundraising campaign, needed a refreshed identity to stand out in a crowded cultural calendar while staying true to its purpose: raising money and awareness for children affected by war. Osomi partnered with War Child to create a bold, contemporary design language for both digital and physical spaces.
By evolving the brand with soundwave-inspired patterns, vibrant systems, and a streamlined communications toolkit, we helped Secret 7” achieve its most impactful year yet, raising over £230,000 to support children living in conflict zones.
Secret 7” is a much-loved campaign with a loyal following, but it must reinvent itself each year to attract fresh artists and audiences. Our task was to create an identity that felt new and exciting without straying too far from a brand people already loved. At the same time, we had to solve the practical challenge of presenting 700 unique record sleeves, ensuring every piece received equal visibility. The identity also needed to flex seamlessly across multiple platforms: from social media and billboards to websites and gallery spaces. Above all, the system had to remain distinctive, adaptable, and powerful enough to carry the War Child and Secret7” message and ethos.
Working hand-in-hand with the fantastic team at War Child, we started by auditing the campaign’s assets and identifying where the brand could evolve without losing its heart. We revitalised the colour palette and introduced fluid, soundwave-inspired patterns, a nod to the campaign’s musical roots. To manage the 700 sleeves, we built an automated templating system to manage the different outputs that were required. We also created a brand toolkit in Canva, with social media templates making assets accessible for the internal War Child team. We carried the refreshed brand across every touchpoint: submission details, website direction, print materials, and outdoor advertising. Finally, we brought it all into the physical world at the NOW Gallery, transforming the space with signage, animation, and immersive visuals that gave visitors a truly “Secret 7” experience.
The campaign raised over £230,000, directly funding War Child’s vital work protecting and educating children in more than 14 countries. Beyond the financial impact, the campaign achieved extraordinary reach: just through artist promotion on Instagram, campaign assets connected with over 3.5 million people. For visitors to the exhibition, the gallery became a sensory experience, where music, art, and storytelling converged. For War Child, the refreshed identity delivered a flexible toolkit they could use across channels, making the campaign more efficient and impactful.
