Pro bono

Campaign: Sewn Guidelines

Client: Fine Cell Work

WPP Company: The Partners London

Fine Cell Work is a charity that teaches needlework skills to UK inmates. Prisoners create original artwork, channelling their energy into something creative whilst earning a small income. The Partners have been working with Fine Cell Work on a pro bono basis for the past four years, advising them on all aspects of print and digital marketing.

In 2012, The Partners were asked to create guidelines to ensure that the small team of dedicated volunteers could produce consistent and professional marketing material. In the spirit of the organisation, the guidelines were created as a piece of one-off embroidery that now hangs permanently in the charity’s office.

The project, which was worth £22,000 of agency time, has been recognised at the Mobius Awards, D&AD Awards, and Cannes Lions.


The Partners created a visual identity which helped to put Fine Cell Work on the map. It is chic, expressive and far superior in design quality to anything we might have expected from anyone else. To get this kind of pro bono design is an incredible benefit to a charity’s branding.”

Katy Emck
Chief executive
Fine Cell Work