As a tribute to our successful work with Big Change Charitable Trust, we were privileged to be contacted by the Duke of York’s office and by Princess Beatrice. We were requested to create an identity for the Princess to promote a charity eBay auction of her controversial Philip Treacy-designed hat, which Beatrice wore to the Royal Wedding. The Little Bee Initiative was therefore devised as a way for the Princess to initiate individual charity ventures, with the charity sale being just the start. A logo was created which combined the style of the fascinator with a bee image. The identity was used on the eBay site and became the most viewed item in eBay’s 16 year history. The sale raised over £81,100 for Unicef and Children in Crisis.