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

Computer Arts - - Contents - Alex Creamer

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

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