Computer Arts - - Projects - Alex Creamer

The pro­ject was quite a fluid process. We started off work­ing sep­a­rately, and then ended up work­ing col­lab­o­ra­tively. This kept the ideas flow­ing and made the over­all pro­ject much more en­joy­able to work on.

We felt the idea was strong and this led us to present just one idea to the client. The meet­ing was a suc­cess and ev­ery­one (in­clud­ing our­selves) was pleased with the out­come. It was im­por­tant that ACRF came on the jour­ney with us and un­der­stood our think­ing be­hind the brand, and that al­lowed for a very col­lab­o­ra­tive and ex­cit­ing pre­sen­ta­tion which opened the flood­gates for the fu­ture of the char­ity.

The use of the top-level do­main also played a large role in get­ting the idea over the line. The top-level do­main .Can­cer­Re­search is used as a tag, or a sign-off to the mes­sag­ing. The full stop sym­bol­ises the end of can­cer, which ties in nicely with the iden­tity. The client re­ally liked this link and the po­ten­tial it held for the fu­ture of the brand.

Our orig­i­nal pre­sen­ta­tion didn’t dif­fer too much from where we are now. We tweaked a few colours later on, but largely stayed pretty true to the orig­i­nal idea. The logo is a sim­ple, stacked ty­po­graphic treat­ment of Aus­tralian Can­cer Re­search Foun­da­tion. It is im­por­tant to cre­ate some­thing that is easy to use and flex­i­ble.

The foun­da­tion is re­ally happy with the out­come. We worked with them to re­lease the iden­tity through small steps, be­cause they were a lit­tle bit ner­vous about re­leas­ing it all at once, and they don’t nec­es­sar­ily have the funds to roll out a huge cam­paign.

The over­all iden­tity sits well along­side those other char­i­ties I men­tioned. It’s a re­ally good dis­rup­tor within that cat­e­gory and will hope­fully achieve the job of get­ting peo­ple to no­tice it, and more im­por­tantly do­nate to the cause.

The hu­man el­e­ment was cru­cial. The fi­nal iden­tity disrupts many char­ity sec­tor con­ven­tions

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