The change

The Joshua Tree charity has spent two decades supporting families affected by childhood cancers. Offering emotional, physical, and wellbeing support before, during, and after treatment, the charity focuses on the whole family, not just the diagnosed child.

The Joshua Tree came to us to help them create a new identity that better reflects the warmth, care, and hope at the heart of everything it does. We introduced a fresh, colourful look that feels natural and warm.

A conceptual approach centred on the giraffe pattern, a symbol synonymous with the charity, became a defining visual element. We used this to showcase textures, colours, and imagery that reflect the feel of the centre itself.

Hand-drawn lines, playful icons and updated fonts completed the transformation. A design that informed the look and feel of a new website that would better help the centre support its families now and in the future. 

A typography specimen sheet displaying the Work Sans Regular font with circular magnifying callouts highlighting specific letterform details.
Two typographic wordmark variations of "The Joshua Tree" on a light blue background.
A collection of light green hand-drawn vector doodle elements, underlines, and highlight frames on a dark green background.
A dense pattern of green hand-drawn line-art icons and doodles covering business, technology, communication, and creative concepts.
A graphic design display titled "BRAND PATTERN" featuring organic pebble-shaped frames with imagery, textures, and a coffee mug icon on a green background.
A green vector graphic featuring continuous line-art illustrations of framed portraits, a pencil, and holding hands.
graphic showcasing the brand pattern for Joshua Tree Charity that came from giraffe print
A graphic illustration featuring three organic coloured shapes labelled "Play," "Ideas," and "Love" connected by a continuous line
A brand style guide slide titled "ICONOGRAPHY" displaying six line-art icons housed within colourful organic pebble shapes.
A spacious indoor activity room for children filled with colorful beanbags, clear storage bins of building blocks, and small activity tables with blue chairs. Floor-to-ceiling windows offer views of a vibrant flower garden outside, while a foosball table sits in the foreground and a white shelving unit on the right holds games and plush toys.
A group of seven people standing outdoors holding an oversized £3,000 donation cheque for The Joshua Tree charity.
A woven wicker giraffe decoration mounted on a wooden wall inside a playhouse or gazebo.
A laptop sitting angled on a white surface, displaying the desktop homepage of The Joshua Tree charity. The web page features a full-width hero image of children playing outdoors, overlaid with the text "Supporting families affected by childhood cancers," navigation menu links, call-to-action buttons, and a purple "Donate" button in the header.
A hand holding a smartphone displaying the mobile website for The Joshua Tree charity against a softly blurred interior background. The screen shows a "News" section with an article dated July 2, 2025, titled "DIY SOS team will head to Cheshire for BBC Children in Need Special with Morning Live," featuring a photo with Pudsey Bear.
A tablet connected to a black keyboard sitting on a wooden surface next to a potted succulent. The screen displays a charity website layout with the headline "EVERY FAMILY'S EXPERIENCE WITH CHILDHOOD CANCER IS UNIQUE," an "About Us" section, organic-shaped image frames, and video play icons.
A printed leaflet mock up for The Joshua Tree charity shown on concrete and wooden surfaces, displaying program information and impact statistics.
A before-and-after comparison showing the simplified redesign of a circular social media profile icon for The Joshua Tree charity.
Promotional marketing assets for "The Joshua Tree Annual Golf Day 2025" taking place on 17th June. The layout displays a smartphone showing an Instagram post on the left next to a matching printed flyer on the right, both featuring a golf ball on a tee, green event graphics, and category icons for "Nearest the pin" and "Longest drive."
A tablet mock up displaying the Instagram profile page for The Joshua Tree Children's Charity, showcasing branded story highlight covers and feed posts on a green fabric background.

Working with the 438 team has been such an enjoyable and rewarding process. From the early design stages, where they visited our centre and truly captured the feel of the space, to seeing those elements come to life in our channels like the technical build of the website, every step felt thoughtful and collaborative. In this case, the result is a site that genuinely reflects who we are and the warmth we offer to families. Even though it’s a brand-new website, it still feels familiar and unmistakably The Joshua Tree.

Helen Enescott, Marketing and Communications Officer

Client

  • The Joshua Tree

Deliverables

  • Art Direction
  • Brand Identity
  • Communications Planning
  • Concept Development
  • Film Production
  • Literature
  • Motion Animation 
  • Strategic Consultancy
  • Website Design
  • Website Development

Additional Credits

  • N/A

Our Projects
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Ecolab
Isuzu UK
XPENG