The Smiley Charity Film Awards are the world's biggest campaign to promote cause-based films. Their aim is to create a level playing field for charities of all sizes, with more than 2,500 causes benefitting so far — gaining exposure, donations and volunteers. We were asked to rebrand the awards ceremony, creating an identity which conveyed prestige and accessibility.

Smiley’s brand mantra ‘Defiant Optimism’ and infectious yellow was paired with a custom acronymic wordmark — one that can be brought to life in motion and static.

Inspired by an aperture, the wordmark alludes to the exposure and visibility of charities involved in the awards. The final product is a brand that balances both the forward-facing and playful nature of the Smiley brand and the Charity Film Awards.