2020
Entrant Company
Category
Client's Name
Country / Region
The goal of Skin Only was to reposition our client's practice, a skin checking and cancer clinic, against the myriad of competitors who all look ostensibly the same. Standard practice for these clinics in Australia is to use a bright orange dot or some representation of the sun to highlight the damage the sun's rays can do you. This approach is intimidating and, no doubt, discourages people from visiting these clinics – even though the risks of not doing so are extreme – especially in Australia. By contrast, our approach hinged on the name: Skin Only which we were able to shorten to the acronym 'SO'. This, along with a softer colour palette, allowed us to generate a gentler, more conversational style to the brand. SO, becomes the conversation starter – 'So, you have a family history of skin cancer?' – for example. The typographic elements then also became secondary brand symbols and the brand takes on a life of its own – flexible, powerful and effective.
Credits
Entrant Company
FIRME Agency
Category
Video - Animation
Country / Region
Australia
Entrant Company
NJI
Category
Website - Branding
Country / Region
United States
Entrant Company
Miami Ad School
Category
Student Submission - Student Web / App
Country / Region
Canada
Entrant Company
Key Medium
Category
Corporate Social Responsibility - Pro Bono (Free)
Country / Region
United States