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