CATEGORY

Comprehensive Identity Programs

LEVEL

Professional

RANK

Judges Pick

DESIGN CREDITS

Designers

Michael Johnson, Kath Tudball

Copywriters

Michael Johnson, Kat Heaton, Nick Asbury, client team

People and product photography

Christopher Ball

Typeface

Nick Cooke

Website

Reading Room

Animated launch film

Sebas and Clim


TAGS

, , , , , ,


LINKS

johnson banks
Cystic Fibrosis Trust

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CLIENT

A national char­ity in the United King­dom which funds research into the dis­ease and pro­vides infor­ma­tion and sup­port for patients and families.


BRIEF

We dis­cov­ered that sup­port­ers of the char­ity feel the gen­eral aware­ness and under­stand­ing of cys­tic fibro­sis among the gen­eral pub­lic is very low. Peo­ple aren’t clear what cys­tic fibro­sis is or does, how they can or can’t catch it, and what it means on a day-to-day basis. As the research stage pro­gressed, we kept ask­ing, “but, what is it, exactly?” and received a mul­ti­tude of dif­fer­ent responses. Mid-way through the research stage we had a break­through when we noticed the “is” at the end of “fibrosis”.


APPROACH

We sug­gested the char­ity should acti­vate the “is” in their name with a series of state­ments, effec­tively forc­ing it to always explain what it is, does, and why they are here. Some are sim­ple, some are uplift­ing, and some are hard-hitting. The Trust now has at least 40 sen­tences they can use, and we’re adding to them con­tin­u­ally. Like many char­i­ties they are short of funds and can’t afford big mar­ket­ing cam­paigns, so this effec­tively makes every­thing they do part of one big “is” cam­paign. For a small char­ity with no sig­nif­i­cant adver­tis­ing spend, this rep­re­sents a major step-change in activity.

The work that john­son banks did for us on our new brand iden­tity has trans­formed the way we com­mu­ni­cate to our com­mu­nity, and the out­side world. The flex­i­bil­ity built into the scheme means every sin­gle piece of work we do gets the max­i­mum amount of cut-through for the char­ity. — Tam­syn Clark, Head of Mar­ket­ing at Cys­tic Fibro­sis Trust

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