Beyond have worked with BHF for over 20 years supporting their in-house teams in the production of marketing materials for new and existing stores across their portfolio.

Retail Strategy & Point of Sale

In response to the changing retail climate, BHF needed to revitalise their retail value proposition. This in turn led to creating retail brand and store guidelines for consistency across the estate.

POS Refresh

We also updated all in-store POS and marketing communications, some 200 pieces of in-store communications, digital and online assets. With a drive to be more sustainable a flexible sales kit was created for adaptability across retail categories with the intention it can be reused at different times across the year.

Impact

The new retail proposition, not only boosted sales by aligning with value-conscious customers, but the redesigned POS system made it easier for customers to clearly find product information. Strategic nudge messaging highlighted practical benefits, special offers, and available services.

In addition to delivering cost-saving efficiencies for the business, the simplified and streamlined POS system was also designed with sustainably in mind in its repeated use throughout the year.

London to Brighton Campaign

BHF’s London to Brighton Bike Ride is a big day out with an even bigger purpose. As the charity’s flagship annual cycling fundraiser, the campaign needed to encourage more riders to sign up, from first-timers dusting off their helmets to seasoned cyclists chasing their next challenge.

The creative had to feel warm, witty and accessible, breaking the ice for amateur riders without alienating the Lycra-loving pros. So we built a campaign around real cycling personalities, celebrating the many reasons people get in the saddle for BHF.

We created a playful, people-first campaign designed to make participation feel achievable, exciting and worth sharing.

We directed a photoshoot using genuine cyclists, each cast into different rider personas to reflect the mix of people who take on the route. Working with stylists, photographers, videographers and post-production teams, we developed a distinctive visual style with plenty of character, energy and charm.

The final creative suite included in-store posters, social media assets, rider information packs and supporting campaign materials, all designed to drive sign-ups, boost donations and strengthen BHF’s presence around its biggest fundraising event of the year.

The campaign helped BHF put more riders on the road and more money behind lifesaving research.

Participation grew to 14,000 riders, with the event generating £1.6 million in income for the charity. A strong creative platform, rooted in real cyclists and relatable humour, helped turn a daunting ride into an open invitation: whether you were a weekend wobbler or a chain-oil connoisseur, London to Brighton was yours to take on.

Seasonal Marketing Campaigns

Over five festive seasons, we partnered with BHF’s marketing teams to create Christmas campaigns that brought warmth, character and a little seasonal sparkle to the charity’s retail and digital presence.

The aim was to encourage customers to shop with purpose during the busiest gifting period of the year, positioning BHF stores as places to discover thoughtful presents, pre-loved treasures and festive finds, all while supporting lifesaving research.

We developed and produced a series of seasonal campaigns designed to capture the spirit of Christmas in a way that felt generous, joyful and distinctly BHF.

Working closely with stylists, photographers and the BHF marketing teams, we directed and carried out location photoshoots that showcased the charm of festive shopping, from gift inspiration and homeware moments to cosy Christmas scenes with real warmth.

Each campaign was created to work across retail and digital channels, giving BHF a flexible suite of seasonal assets for in-store displays, social content, campaign messaging and customer communications. The creative helped make Christmas shopping feel more meaningful, inviting customers to find something special while giving back.

Impact

The campaigns contributed to an uplift in social engagement, supported stronger visibility in-store and online, and encouraged customers to choose BHF for festive shopping with purpose.