This was the year to go bigger and bolder with the UK's World Kidney Day activity. For the first time, four charities making up the Kidney Charities Together Group, The Renal Association and British Renal Society joined forces to create a campaign bigger than the sum of its parts.
The objective was to create a modern brand that had cut through. Cancer and heart attacks are feared but who worries about kidney disease or even really knows what kidneys do? And how many of you have ever heard of World Kidney Day? Or know where your kidneys are?
This new brand had to raise awareness of kidneys and kidney disease with the general public and those at increased risk, such as diabetics and those with heart and circulatory problems.
We wanted a brand that would attract a general audience, grab attention but be optimistic and warm, not cold and oppressive.
To achieve this, we created a bright, smart and intriguinh brand identity including a new bold new colour palette, typeface, icon, strapline, hashtag, campaign positioning and brand guidelines.