MACHAS

Graphic Lifeline: Jonathan Calugi x NSPCC

The National Society for the Prevention of Cruelty to Children (NSPCC) Helpline is a UK-based service where adults can report concerns about a child’s safety or well-being. The service, not to be confused with Childline, which is for children to access, tasked London design agency Baxter & Bailey to help clarify the Helpline’s purpose and to encourage people to report their concerns and feel “more comfortable” doing so.

Devising a “graphic lifeline” running throughout the new identity as the key element to provide reassurance for those looking to access the service, Baxter & Bailey brought in Machas Artist Jonathan Calugi to bring to life their creative concept.

According to Baxter & Bailey Designer Lydia Fisher, Calugi’s iconic and “flexible style” was applied to both “simple and graphic” depictions and “more complex scenes.” The hand-drawn line highlights different points of contact and represents “a constant, ever-present source of help and support.”

The NSPCC Helpline’s new campaign has launched digitally and will be followed by a wider roll-out across physical assets.

See more of Jonathan Calugi’s work here!