“We know how crucial the festive period is to our hospitality partners. This made it vital we delivered a campaign that really landed. Working with Springboard is always a pleasure. We’re privileged to be members of their Marketing, PR and comms team so we can’t wait to work on more great campaigns like the Christmas raffle!”
Kaela Lucchesi, Head of Marketing, Made Agency
The client
This was the second significant project we worked on for Springboard in 2025. Earlier in the summer we designed their marketing collateral for (and competed in) their Virtual Race down Under.
The overall aim of this project was to heighten the profile of their Christmas fundraising campaign and raise funds. These would be used to help support young people in training and education within hospitality.
Holders of the £10 raffle tickets – whether individual purchases or through corporate bulk buying for Christmas presents or corporate gifts – stood the chance of winning exclusive stays in top hotels and dinner packages at top-tier restaurants.
“We’ve worked on many seasonal promotional campaigns for hospitality clients. This means we understand the need to blend the traditional with something a little different, so that there is a little bit of respite from holly and snowflakes!”
Dave Collier, Creative Director
Creative brief:
As with the virtual race project, there were three parts to the brief. Firstly the creative conceptualisation that included the overall look and feel of all assets, typography styles, a logo and colour palette.
Once the style was agreed, we were then tasked with producing a range of web assets. These included images and banners to be implemented across the website and Springboard’s social profiles.
The final deliverable would be a one minute promotional to be hosted on the website and which would feature prominently across social media.
Asset delivery had to be early to enable the Springboard team to have everything in place for a long-tail promotional campaign that maximised fundraising time.
“After experimenting with a few different options, we decided to mix up the colour palette a bit. This brought something different to just the classic deep reds and greens.”
Dave Collier, Creative Director
Process and execution:
Because of our partnership with Springboard, we understood immediately from the first brief what was needed and what would work for their brand.
A standalone, seasonal campaign allowed us greater freedom from the traditional brand, especially with colour. Our chosen palette included traditional Christmas reds and greens but mixed with yellows and pinks. This stopped the palette feeling too repetitive. Also, these tertiary colours were a nice nod to the classic colours of raffle ticket books.
The logo itself was a playful take on both Christmas crackers and raffle tickets. It fused the two images into something simple but easily recognisable as both. The simplicity and repeatability meant that it worked extremely well as a wallpaper across various assets and when animated.
A sense of fun and spirit was reflected in the typography and LTC Goudy Heavyface as the main font. We complemented this in the name lockup by creating negative space in the A with a star shape. This also served as the tittle on the lower-case ‘I’ in ‘Springboard’ which harmonised the design and acknowledged traditional seasonal imagery.
These assets were combined in multiple ways to produce a coherent and vibrant range that offered the client maximum flexibility for future re-use.
Finally, we produced a short, impactful video optimised for social media sharing and which would sit on the website. This was a key asset to create a buzz around the campaign and entice people to buy a ticket. Centred around a light-hearted look at gifting and how a Springboard raffle ticket really is the perfect present, careful animation of the Christmas logos and fonts bring the message to life and really stand out on the social feeds.
What Springboard say
“Springboard’s Christmas campaign visuals are bright, beautiful and bold – exactly what we wanted. We’re so grateful for Made’s creative support and hope that our Christmas campaign will appeal to a broad audience!”
Amy-Jane Cahalane, Marketing & Events Partner, Springboard Charity
Speak to a member of the team today and see how Made’s team can help with your campaigns or fundraising activities.
