The Childhood Trust


The Childhood Trust is a London based fundraising and grantmaking charity. Set up to work with grass root charities in order to help alleviate the impact of child poverty in London.

The funds raised by the Childhood Trust are used to generate and match other donations, primarily through online channels and fundraising partnerships. Since 2013 the trust has generated over £6.8 million in grants and has been able to multiply donations to them by a factor of 4.

The Childhood Trust has done some wonderful things, but London remains one of the worst European cities for childhood poverty, with as many as 450,000 children living in households defined as ‘living in poverty’ by the New Policy Institute.

Sadly, these figures are continuing to rise.

And longer-term this will mean poorer health, shorter life expectancy, exclusion and lower educational attainment, amongst many other things.


Working with the Childhood Trust, on a pro bono basis, we designed their Charity Annual Report and Accounts, using a simple colour palette and bold graphics throughout.

The annual report featured a single close-up image of a child on the front cover, with their eyes created from London scenes synonymous with wealth. A subtle mechanism used to illustrate the contrasting world in which they live.

The Childhood Trust has seen an immediate boost in transforming engagement with stakeholders and beneficiaries that have immediately benefited the charity. And we're exceptionally proud of that.

We're also proud to say that our work on the Childhood Trust Annual Report and Accounts won a silver at the Indigo Awards 2018.

What we did

Annual Report

Brochure design

Childhood Trust Annual Report Cover
Childhood Trust Annual Report Front Back Cover 1920px
Childhood Trust Annual Report Contents
Childhood Trust Annual Report Financial Statement
Childhood Trust Annual Report Spread
Childhood Trust Annual Report Finances

Great design is the foundation of any success and Little Yellow Duck’s design work for The Childhood Trust has quite simply transformed and supercharged our engagement with stakeholders and beneficiaries. LYD immediately got what we were about and quickly developed a design style that distinctly communicates our work with clarity and purpose.

Their work makes you go “wow” and for that we’re eternally grateful. We highly recommend LYD as a full service design agency of the highest calibre.

Laurence Guinness

Chief Executive