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Product campaign branding
Product campaign branding
The Post-surgery Comfort Bra was the first Cancer Research UK (CRUK)-developed cancer care product. As a result, this product launch was hugely important and required a creative concept that would help the product land well and set up future CRUK-developed products for success. While art directing a multidisciplinary team of designers and copywriters, as creative lead I developed a concept that helped the product feel warm and supportive, standing out from other similar products on the market. My concept led to a successful product launch which exceeded budget by 50%.
Photography and video had already been shot for the campaign before I was approached, so a bit of reverse concepting had to take place. I knew from initial conversations and from the shoot that we were aiming to make this campaign, which was of a very sensitive nature, feel human and warm. I worked collaboratively with copywriters to develop a concept and messaging that would be sympathetic with a dash of humour to make the product feel approachable.
Note: while this is a real project, the brand has undergone a refresh so I have updated accordingly.
ASSETS
Campaign branding & toolkit, web banners, social media assets, posters and leaflets for GP offices, web design mockups
Campaign branding & toolkit, web banners, social media assets, posters and leaflets for GP offices, web design mockups
COLOUR
This campaign existed within the established Cancer Research UK brand but needed to land a bit softer than the bright core brand colours. As a result, I started by developing a campaign colour palette using tints and shades of the core brand magenta to help create a distinct visual identity while making the creative feel light and airy.
This campaign existed within the established Cancer Research UK brand but needed to land a bit softer than the bright core brand colours. As a result, I started by developing a campaign colour palette using tints and shades of the core brand magenta to help create a distinct visual identity while making the creative feel light and airy.
MESSAGING
With a purpose and palette, I then worked with copywriters to develop key messaging specific to audiences that would hit the right tone. Our aim was to be sensitive but direct. I also played with how colour and font weight could help bring emphasis within the key messaging.
With a purpose and palette, I then worked with copywriters to develop key messaging specific to audiences that would hit the right tone. Our aim was to be sensitive but direct. I also played with how colour and font weight could help bring emphasis within the key messaging.
BREAST CANCER AWARENESS MONTH
For Breast Cancer Awareness Month, I created a signifier that could be used to highlight promotions. I wanted these to be really simple and easily recognisable so I used a simplified icon of the well known breast cancer ribbon with bold banners for text or special pricing.
For Breast Cancer Awareness Month, I created a signifier that could be used to highlight promotions. I wanted these to be really simple and easily recognisable so I used a simplified icon of the well known breast cancer ribbon with bold banners for text or special pricing.
CREDITS
Client: Cancer Research UK (CRUK)
Photography: freelance
Client: Cancer Research UK (CRUK)
Photography: freelance