WE ARE ALL CLOSET COPYWRITERS
HEAD OF IDENTITY SHANNON BELL EXPLAINS HOW THE TEAM CAME UP WITH THE IDENTITY CONCEPT
It was definitely the one line – ‘a world without cancer is a world without cancer research’ – that led us down the path we went on. I wrote the line ‘Help fund our demise’ because I thought it was interesting that the organisation was essentially working to put itself out of business.
I’d like to say I immediately latched onto that one as the direction for the whole identity. But it wasn’t that straightforward. It was in a team brainstorm session that we saw the potential for that sentiment to play out more broadly.
One issue was the idea’s focus on ending things, and the potential for words associated with death to become too prevalent. The whole concept rests on the idea that ending cancer is a realistic and achievable goal. So the broader tone of voice focused on conveying a sense of optimism.
The original line and the copywriting was critical to the overall identity. It certainly informed the font, which is generative and designed to look like it’s disappearing away into nothing.
Our designers are all closet copywriters. It was fun to find lines to suit the different applications. We’re quite competitive (in a good way), with people throwing down pencils when they come up with an amazing line and awkward silences for the ones that don’t quite cut it.
whole team pitched in to come up with copy for the project and collectively ensured the right tone for the client, and a consistent message for the public-facing identity