Project Overview
Ovarian Cancer Australia is a not-for-profit organisation working tirelessly to support women with ovarian cancer. To give them a voice, foster community and further conversations – while facilitating research, raising awareness and striving for a cure.
With an existing brand strategy and brand charter, Ovarian Cancer required a brand identity that reflected their personality and their passion – and instilled a sense of empowerment for all of those who are involved.
Project Commissioner
Project Creator
Team
Bridget Ashley, Account Director
Elaine Ma, Senior Account Manager
Renee Stekel, Account Director
Simon Wright, Executive Creative Director
Martin Hopkins, Creative Director
Rhiannon Folpp, Designer
Jane Spalding, Designer
Christina Stone, Designer
David Cunningham, Head of Production and Finished Art
Michael Thebridge, Senior Writer
Nicholas Ryan, Writer
Lisa Wilson, Writer
Project Brief
The project brief was to rebrand Ovarian Cancer Australia to align with their new bold, brave and brilliant brand strategy. The new identity would require more passion and personality – with a greater focus on digital.
We were tasked to create a new identity to help bring the strategy to life.
Using the following three brand principles—awaken; to create awareness, assist; supporting women with ovarian cancer and advance; to conquer the disease—we were able to build a unique and engaging identity to allow Ovarian Cancer Australia to stand up and stand out.
Project Innovation/Need
Using the new strategy as a blueprint, we were able to transition a polite, feminine and quiet brand into a striking, passionate one – while still balancing that attitude with respectful compassion.
Ovarian Cancer Australia comes to life with a strong purpose to back up the incredible work being done by the organisation. The brand now comfortably sits in the market with other leaders in cancer research and support.
Design Challenge
The biggest design challenge we faced with the Ovarian Cancer Australia rebrand was making sure we were able to stand out in a particularly crowded marketplace.
The refreshing change to Ovarian Cancer’s brand strategy meant that the creative needed to take a similarly bold approach. We did this by creating a logo that could also double as a badge of pride. With the ‘O’ and the ‘A’ cancelling out the ‘C’, the logo is a confident symbol of our commitment to overcoming ovarian cancer. When coupled with a strong typeface, powerful, personal imagery and a refreshing use of the teal, the brand felt more dynamic – and more impactful.
Effectiveness
Whilst it is too early to measure official reactions, the new Ovarian Cancer Australia identity has helped improve the reach and effectiveness of its’ 2018 Ovarian Cancer Awareness Month Campaign which has seen major increases in social media and PR reach year on year.
Through this recognition we hope that we can all continue to be bold, brave and brilliant – and ultimately make ovarian cancer a thing of the past.
Graphic Design - Identity and Branding - Corporate
This award celebrates creative and innovative design in the traditional or digital visual representation of ideas and messages. Consideration given to clarity of communication and the matching information style to audience.
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