When a UK charity set out to protect consumers from unsafe lending practices, they needed more than just words—they needed a brand presence that would draw people in and start conversations. We helped transform Loan Smart’s wise owl mascot into a tactile, approachable campaign that engaged families, raised awareness and turned financial education into something people wanted to talk about.

Objective

Loan Smart, a UK-based charity, is on a mission to educate the public about the risks of borrowing from unregulated lenders and scams. With financial fraud on the rise, the challenge was to:

• Drive awareness of Loan Smart’s services during live community events
• Attract attention with approachable, family-friendly branding
• Reinforce the owl mascot as a trusted symbol of smart financial decisions

Solution

Partnering with Emperor Works, we turned the charity’s wise owl logo into a friendly, tangible presence. The hero piece? A soft toy owl—memorable, huggable and symbolic of wisdom. To amplify impact, we curated a suite of practical and playful branded items:

• Event Essentials: Branded t-shirts for staff and volunteers
• Everyday Touchpoints: Keyrings, pens, and phone pops
• Visibility Boosters: Tote bags and balloons for easy giveaways

All items carried clear messaging about financial safety and the Loan Smart logo. Packs were created with these items plus educational materials and distributed across event locations in the UK.

Results

• Significant spike in website visits during and after events
• Strong engagement: the owl mascot became a conversation starter
• Charity staff reported higher interaction rates with event attendees
• Achieved awareness goals and improved brand recognition across communities

This campaign proves that creative, brand-aligned merchandise can turn a complex topic into an approachable, memorable experience.