Supporting you, supporting
each other campaign
2024
each other campaign
2024
Product campaign branding for the launch of the first ever Cancer Research UK developed cancer care product.
CLIENT
Cancer Research UK (CRUK)
Cancer Research UK (CRUK)
MY ROLE
Campaign identity concepting and design, print and digital asset design, social media design, art direction of other assets
Campaign identity concepting and design, print and digital asset design, social media design, art direction of other assets
MORE INFO
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%.
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.
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.
CREDITS
Photography: freelance
Photography: freelance