CMRF is supported almost entirely by the generosity of the Irish public, and funds go toward vital new equipment and services at Our Lady’s Hospital, Crumlin, as well being the sole funding source for Irelands only research institute committed exclusively to children's medicine. The main challenge for us was to clarify the relationship with Crumlin children’s hospital, and help them raise funds and support. We began this process in 2008 by designing a new housestyle.

With affinity for the existing brand and the Foundation's remit, Red Dog have introduced a bold new colour pallette and developed two bespoke characters for fundraising material. With an emphasis on Crumlin Kids and a very positive, fresh approach to language, imagery and colour, the incredible work of staff, and the tenacity of Crumlin patients and their families shine through.