A01. Creation of a new Brand Identity: Consumer / Corporate / Non-profit
Entrant
BRAND UNION London, UNITED KINGDOM
Idea Creation
BRAND UNION London, UNITED KINGDOM
Credits
Name
Company
Position
Marta Swannie
Brand Union
Digital Creative Director
Joe Adcock
Brand Union
Creative Technologist
Ewan Ferrier
Brand Union
Creative Partner
Luke Mcilveen
Brand Union
SeniorDesigner
Chris Beck
Brand Union
Designer
Margot Hauer-King
Brand Union
Consultant
Ben Beardmore
Brand Union
Account Director
Nicola Leeding
Brand Union
Account Executive
The Campaign
Driving a racing car at high speed creates a disorientating and visually fractured landscape, where the driver is unable to properly see things that are passing by. People with dementia have a similar problem every day, they are often unable to accurately access experiences they have just had.
Creative Execution
The new identity captures both the visual distortion experienced by racing drivers, and the fractured memories of people with dementia, expressed through a custom typeface (named ‘Helen’ after Jackie’s wife), that was produced in collaboration with font foundry Colophon. Each letter and number has a corresponding ‘fractured’ version, enabling the brand to create the desired level of typographic distortion for each individual application. The same ‘fractured’ principle works for the photography, all of which comes from the extensive archive that catalogues their lives.
The vibrant colour palette picks up Sir Jackie’s Scottish Heritage and the colour of his cars, French Racing Blue.
As a result of the vibrant blue, fractured type and photography, the brand is able to communicate in ways that are never quite visually correct, but that somehow still look understandable and familiar. This results in a discomforting, and ownable language for the charity within this passive sector.
Indication of how successful the outcome was in the market
Though the launch has happened only recently, the impact has exceeded expectations. Jackie’s profile is key to the charity. His branded lapel badge, worn on TV, has created huge awareness. F1’s global appeal means that the level of coverage has been significant, with people from around the world visiting the site and donating generously.
However, most importantly, those whose lives have been touched by dementia felt it really made an immediate impact. We have included a few comments from the donation page below:
“Because dementia is embarrassing it gets hidden away. Well, they can’t ignore this. It has really opened up the conversation.”
“The most terrible thing was that I felt ashamed of my dad. Now I can talk about it.”
We recognised that the creative opportunity for the new brand existed between Jackie’s world of F1 with its culture of restless innovation, and the devastating world of dementia. We called it RACE AGAINST DEMENTIA.