Muscle Help Foundation

Bringing consistency and clarity to a growing charity, delivering once in a lifetime experiences for young people with muscular dystrophy.


Brand and identity
Campaign development
Website design
Brand guardianship

A brand for the fundraising frontline

The Muscle Help Foundation is a national charity, working tirelessly to deliver memorable experiences to young people in the UK suffering from Muscular Dystrophy.

For five years, we have worked with the organisation to develop its brand components, building powerful identities that have helped the charity develop to such an extent that there is now a waiting list for its transformational experiences. We developed two distinct brand channels for the charity: 'Muscle Dreams', for the experiences and events delivered to young beneficiaries and 'Muscle Warriors' for the dedicated team of fundraisers on the front line, raising money for future children.


The power of 657

Following our five year relationship with the charity, we were approached to create the branding and design for their biggest ever marketing initiative – the #powerof657 campaign.

Tasked with naming and creative execution, #powerof657 refers to the charity’s mission to deliver 657 transformational experiences or ‘Muscle Dreams’, representing one for every muscle in the human body. Alongside the campaign, the charity also introduced a new donation structure, encouraging individuals to give amounts ranging from £6.57 to £6,570.


A positive, playful execution was developed, providing the charity and its delivery partners with a comprehensive asset library of typography and illustrations.

The campaign look and feel needed to feel refreshingly different for hardened supporters of the organisation, whilst complementing the core brand. Alongside the visual and verbal execution, we also created a series of unusual fundraising ideas around the number 657, including a 6:57 meal challenge and a fun run following the route of London’s No. 657 bus. 



 Brand impact

“I have been incredibly impressed with the innovative and refreshing approach that Lantern has taken. When our distinctive Muscle Warrior t-shirts or charity wristbands are worn, an immediate sense of pride and shared identity is felt towards our cause.”

Michael McGrath, CEO, Muscle Help Foundation


A proud partnership

For over five years, we have acted as brand guardians for the charity, overseeing all creative outputs and managing relationships with partner agencies. Alongside guardianship, we have also created comprehensive brand guidelines for the organisation as well as ongoing marketing communications for a number of the charity's flagship events. The Muscle Help Foundation is an organisation we are extremely passionate about and we are proud to be part of their continued growth.


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