WE ARE ALL CLOSET COPY­WRIT­ERS

HEAD OF IDEN­TITY SHAN­NON BELL EX­PLAINS HOW THE TEAM CAME UP WITH THE IDEN­TITY CON­CEPT

Computer Arts - - Projects -

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

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