The Charity Kids Run is a sporting and solidarity event by the Luxembourg Red Cross, designed to introduce children to life-saving gestures. Takaneo, a communication agency in Luxembourg, designed its entire visual identity: art direction, logo, mascot, illustrations, and print and digital adaptations.

The concept unfolds in two stages. Children first learn basic first aid, then participate in a solidarity race. Each child seeks sponsors from their circle and thus contributes, on their own scale, to fundraising.

Creating a logo and mascot

The logo had to appeal to children without betraying the Luxembourg Red Cross’s codes. We drew a running otter, red heart on its jersey. Round shapes, bold colors. A complete graphic charter frames this logo creation, designed to be reused edition after edition.

Illustration at the heart of the identity

The mascot doesn’t arrive alone. Stickers, pictograms, illustrated landscapes: this graphic vocabulary makes educational messages readable for an eight-year-old child. The art direction remains consistent from race bib to booklet, and each illustration creates a link between learning first aid and the playful universe of the race.

An identity adapted across all print and digital materials

Race bibs, runner booklets, educational materials for teachers, posters, social media adaptations: each material corresponds to a stage in the child’s journey. One requirement remained unchanged from start to finish: readable and clear content for a young audience.

Branding that drives action

Learning first aid while having fun and running for a good cause is the promise of this event branding. The Luxembourg Red Cross gains an event identifiable at first glance. The children leave with a medal around their neck and the right reflexes in mind.