When tasked with refreshing the identity for the Australian Cancer Research Foundation, agency Re: Sydney merged a meaningful typographic approach with an equally powerful tone of voice
A bold rebrand to put cancer researchers out of a job, some summer-inspired drink/drive posters, plus a 360-degree installation in a dome
How Re: developed a typographic, powerfully disruptive identity for the Australian Cancer Research Foundation
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Re: Sydney is the branding arm of M&C Saatchi Sydney. Tom Dery, the worldwide chairman of the M&C Saatchi Group, is also the chairman of the Australian Cancer Research Foundation (ACRF).
The foundation dedicates itself to funding cancer research by awarding grants for high-end equipment purchases and infrastructure development. They award between $1.5m and $10m to the people and institutions that are working towards finding the cures to cancer. They receive no government funding and rely solely on private donations. In 2014, ACRF was facing some challenges as far as getting donations. Traditionally, a large portion of their donations has come through bequests in wills. However, as the charity market grew, and their core audience aged, ACRF needed to create a more consumer-facing brand in order to reach a broader audience and compete in the sector. So thanks to the associations between M&C Saatchi and the ACRF, Re: Sydney was asked to work on the rebrand.
The original brief was quite open. What ACRF stands for is very exciting, and they wanted to get people to understand who they were and what they did. They also wanted to start to resonate with a younger audience. A lot of charity brands look to branding agencies to educate them on what goes on in the rest of the world, branding-wise, and the potential of good branding.
The ACRF had also recently purchased a top-level domain, ‘.CancerResearch’, so another part of the brief was asking us whether we could incorporate that into the identity. They felt that this top-level domain could start to push the company into a much bigger space, where they became the hub for cancer in Australia and potentially globally. So it was a good opportunity for them, both financially and visually.
A refreshing use of typography and tone of voice was at the heart of the ACRF’s new identity