Cystic Fibrosis Trust
Industry
Not For Profit
What we did
Brand Strategy, Visual Identity, Verbal Identity, Brand Activation
Collaborators
Brand Dufour
Challenge
For Cystic Fibrosis Trust, 2021 was a turning point for both them as a charity and for their audience. Incredible new breakthrough treatments were changing the landscape of cystic fibrosis (CF) and internally as a charity, they were changing too. With a refreshed corporate strategy in development, it was time for them to review, re-engage their stakeholders and refresh their brand.
Strategy
Supported by market research data and involvement work with their community, they recognised the changing needs of people affected by Cystic Fibrosis and the role the Trust needed to play.
All of this led to us defining a new brand proposition ‘Uniting for a Life Unlimited’ and a new personality ‘Unstoppable Community’, both of which informed and inspired our refreshed visual identity and tone of voice.
Brand evolution
From the outset, the brand refresh was co-produced with external and internal stakeholders, as the engagement of both was critical to the new brand’s success.
We started by holding visual identity health check workshops with internal and external steering groups made up of a cross-section of the Cystic Fibrosis community.
Working with their internal design team, we decided to undertake a design sprint to create brand that was truly collaborative.
Photography was refreshed to feature real members of their community.
Illustrations and icons play an important supporting role and their style is inspired by the charity’s existing handwriting font.
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