Cancer Research Campaign.
No more pretty pictures.
Part of the pitch winning work presented to Cancer Research Campaign, was a new logo design. Out went the obscure, graphic representation of seven healthy cells and an invasive cancerous cell, arranged in the form of a flower. In its place came a bold, realistic representation of what these cells look like under a microscope.
Maintaining the circular format and roughly similar positions of the previous 'dots', this photographic image has much more impact than a drawn one. The healthy cells are stained pink, the larger cancer cell is purple, both visible on a background of pale blue – just as they appear to researchers.
The high level of realism is achieved using just two process colours – cyan and magenta – making this an extremely cost effective identity for a charity looking to maximise their funds for research into finding new ways to beat cancer.
To go with the new logo, I also developed an exciting new type style, based on the Gill Sans already associated with the Cancer Research Campaign, but moved on in a fresh direction.
This gave the brand a contemporary edge to help stamp its identity on the public in a subtle, yet unique way.
Inspiration for the type direction came from the disease itself – cancer progresses by invading and corrupting healthy cells to become cancerous like them. The changes can be subtle and difficult to detect at first. I replicated this effect by changing all ascending and descending characters to their italic versions.
The font came in two weight variants – regular and bold, plus a small caps version of each weight – and was available in both postscript and TrueType formats, suitable for either Mac or PC.
Such a complete overhaul of an identity meant that I had to compile a new set of visual identity guidelines. These were to inform the correct and consistent use of the basic elements across all communications, by providing a framework within which to work, rather than any straightjacket that would stifle or restrict creativity.
Maintaining the circular format and roughly similar positions of the previous 'dots', this photographic image has much more impact than a drawn one. The healthy cells are stained pink, the larger cancer cell is purple, both visible on a background of pale blue – just as they appear to researchers.
The high level of realism is achieved using just two process colours – cyan and magenta – making this an extremely cost effective identity for a charity looking to maximise their funds for research into finding new ways to beat cancer.
To go with the new logo, I also developed an exciting new type style, based on the Gill Sans already associated with the Cancer Research Campaign, but moved on in a fresh direction.
This gave the brand a contemporary edge to help stamp its identity on the public in a subtle, yet unique way.
Inspiration for the type direction came from the disease itself – cancer progresses by invading and corrupting healthy cells to become cancerous like them. The changes can be subtle and difficult to detect at first. I replicated this effect by changing all ascending and descending characters to their italic versions.
The font came in two weight variants – regular and bold, plus a small caps version of each weight – and was available in both postscript and TrueType formats, suitable for either Mac or PC.
Such a complete overhaul of an identity meant that I had to compile a new set of visual identity guidelines. These were to inform the correct and consistent use of the basic elements across all communications, by providing a framework within which to work, rather than any straightjacket that would stifle or restrict creativity.
The main press campaign centred on a direct response series of ads that focussed on creating a balance between the successes that research has had to date, with the need for more research to continue the battle against cancer. This research required money – from donations, covenants and legacies – the reason for the campaign. This truth formed the crux of the campaign message... "research cures cancer, research needs money".
I decided to develop some additional creative to work alongside the mainstream press, designed to target the youth market with an awareness campaign through the rise of the "lads mags" such as Loaded and FHM magazines.
The reason for this was to challenge their conception of youth being in some way 'immune' and that cancer was a disease that concerned the elderly. To make the message relevant to them, the ads focussed on their vanity and obsession with the opposite sex.
Two of the most prevalent forms of cancer, particularly in the young, was testicular cancer for men and breast cancer in women. So the ads used bold, graphic representations of these "sex objects" (female breasts and male genitals, constructed out of type) to grab their attention and make them aware of the facts facing people just like them. To balance the fear side of the messaging, the good news that Cancer Research Campaign was helping thousands of young beat cancer every year, and that donations equivalent to the cover price of these mags, from each of their readers, would continue to find new ways to beat cancer. Simple. Relevant. Effective.
I decided to develop some additional creative to work alongside the mainstream press, designed to target the youth market with an awareness campaign through the rise of the "lads mags" such as Loaded and FHM magazines.
The reason for this was to challenge their conception of youth being in some way 'immune' and that cancer was a disease that concerned the elderly. To make the message relevant to them, the ads focussed on their vanity and obsession with the opposite sex.
Two of the most prevalent forms of cancer, particularly in the young, was testicular cancer for men and breast cancer in women. So the ads used bold, graphic representations of these "sex objects" (female breasts and male genitals, constructed out of type) to grab their attention and make them aware of the facts facing people just like them. To balance the fear side of the messaging, the good news that Cancer Research Campaign was helping thousands of young beat cancer every year, and that donations equivalent to the cover price of these mags, from each of their readers, would continue to find new ways to beat cancer. Simple. Relevant. Effective.
