WORK IN PROGRESS
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