Computer Arts - - Projects - Alex Creamer

We al­ways start with get­ting a good idea of what’s go­ing on in the mar­ket. We looked at other char­ity brands like Macmil­lan Can­cer Sup­port in the UK, the Cys­tic Fi­bro­sis Trust and Alzheimer’s Aus­tralia. They’ve all done a re­ally good job of dis­rupt­ing the cat­e­gory they’re in. This au­dit also helped ed­u­cate the client on the bench­marks that had been set by oth­ers.

We split into teams and be­gan to work to come up with ideas around the brand propo­si­tion and themes. There were ob­vi­ously some re­ally se­ri­ous is­sues the brand needed to en­com­pass, but there were a lot of pos­i­tives too. Ten years ago, for ex­am­ple, the ACRF cre­ated a jab for cer­vi­cal can­cer for teenagers, which had a great suc­cess rate.

Our writer Shan­non Bell worked along­side both teams from the be­gin­ning and pro­vided the Eureka line that even­tu­ally formed the con­cept we went ahead with: ‘A world with­out can­cer is a world with­out can­cer re­search’. From this point on we merged teams and be­gan to ideate to­gether. It was im­por­tant that all as­sets in the brand told a story and weren’t just there for dec­o­ra­tion. Our se­nior de­signer at the time, Joao Peres, brought the idea of a mixed-weight type­face to the ta­ble to rep­re­sent the grad­ual dis­ap­pear­ance of can­cer.

We com­mis­sioned French ty­pog­ra­pher Mathieu Réguer to cre­ate the be­spoke type­face. We’ve worked with Mathieu on a few re­brands over the past two years, most no­tably Op­tus. He is great, as he will send eight to nine dif­fer­ent ideas of what the type could look like, and that gives us an op­por­tu­nity to try out what works and what doesn’t. Mathieu built an al­go­rithm into the type­face, al­low­ing let­ter weights to al­ter­nate depend­ing on the let­ter pre­ced­ing it. This brought an energy and unique qual­ity to the type­face we hadn’t ex­pected.

orig­i­nal pre­sen­ta­tion to the client didn’t dif­fer much from the fi­nal out­come

The cre­atives split into dif­fer­ent teams to ex­plore the brand propo­si­tion and themes

A be­spoke type­face of dif­fer­ent weights ma­te­ri­alised early in the de­sign process

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