Cancer Council

Do it for Cancer - Rebrand

Cancer Council recognised the need for a rebrand of their Do It For Cancer campaign. In-depth research into this fundraising initiative, where participants have the freedom to raise funds in their own unique ways, revealed a significant challenge – trying to connect with everyone. Unfortunately, in the pursuit of broad inclusivity, the old brand became diluted and lost its resonance with the audience.

Several distinctive factors contributed to this challenge:

1. The demographic for this campaign encompasses virtually everyone.

2. Each participant's challenge is deeply personal, as are the reasons behind them.

3. The unique aspect of the campaign lies in the variable nature of 'It' (which can be anything).

Recognising that creating a single logo to resonate with all participants would be inherently problematic, I formulated a robust design strategy and system. The goal was to develop a flexible and personalised design system that every participant could customise and take ownership of. Early conceptual work and process examples are also provided below to offer a glimpse into the creative journey