World’s Biggest Coffee Morning

Campaign patterns for Macmillan Cancer Support

Brand & Visual Identity | Design for Print | Marketing Communications

  • Creating bespoke brand patterns for one of the UK’s biggest fundraising events.

  • How do they make a difference?

    The money you can raise by inviting friends to donate towards Macmillan’s work in return for a coffee and cake is great, but when you designate a day each year and resource people to run their own coffee morning simultaneously across the country, the impact is enormous.

  • What we did for them

    Each year the World’s Biggest Coffee Morning (WBCM) sub-brand evolves slightly from the year before. Packs are sent out to participants with branded tablecloths, bunting, labels and other useful materials designed using custom patterns in the Macmillan style. We were approached to create the patterns for 2019 after a recommendation from Macmillan’s in-house creative team.

  • Our process started broadly, experimenting with a wide variety of different types of pattern before being narrowed down to a set of preferred options in consultation with the client and their corporate partners.

  • How did this make a difference?

    Forming a key part of the promotional aspect of the campaign nationally, the patterns have been applied to a wide range of merchandise and delivered to thousands of participants in readiness for the big day in September. A strategic partnership with Marks & Spencer means the patterns will also be used on special edition packaging and point of sale materials instore, as well as on TV, press and social media advertising.

  • The campaign played its part in helping to raise nearly £27 million for Macmillan in 2019.


    *Only patterns designed by Upshot. Other applications shown include our concept mockups and finished campaign assets by Macmillan.

“Upshot were brilliant from start to finish. They got the brief, were proactive and friendly communicators and were great creatively whilst still incorporating feedback. We are really happy with the results. Would recommend them to anyone!”

Nick Mullinar, Marketing Manager,
Macmillan Cancer Support