A digital brand featured around the TODAY brand guidelines was conceptualised. The concept was designed to portray superiority in terms of consumer proposition, content architecture, delivery and importantly, usability.

Key communicational elements were emphasised across the concept to provide a ‘user centric’ focus. Attention was  paid to highlighting user tools to facilitate the meeting of core primary business objectives, such as; making donations, buying event tickets, joining mailing lists, along with brand positioning statements.

 A "How do you feel TODAY" feature was developed that allowed users to change the mood of the website depending on how they felt. The feature was present to provide a personalised and fun experience for the user, as well as setting the mood for the site and delivering appropriate fund-raising suggestions, once the user had selected an option.

The site appealed to a user base in further education and challenged users to raise money by coming up with unique ways in which to raise money for Cancer Research. Challenges like Wash 50 cars for charity, Shave your head, Spend the day at university/work wearing a President Bush face mask, were developed  to invoke imagination and challenge users… as well as being fun and showing the diversity of activities that can be undertaken. 

The website was an immediate success, and the campaign ran for 12 months. GURUS were also commisioned to develpo an online campaign for "In Celebration" on the strengh of the work done on the TODAY project.