GRACE IDENTITY SYSTEM by Creature for GRACE

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GRACE IDENTITY SYSTEM

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Industry Hospitals, Healthcare facilities & Medical Services, Public Safety, Health & Hygiene
Media Design & Branding
Market United States
Agency Creature
Copywriter Shirley Hendrickson
Designer Ramon Vasquez, Haley Munro
Producer Bethany Papenbrock
Released April 2010

Credits & Description

Category: Logo Design
Advertiser: GRACE
Product/Service: HEALTHCARE
Agency: CREATURE
Date of First Appearance: Apr 1 2010
Entrant Company: CREATURE, Seattle, USA
Principal/Executive Creative Director: Matt Peterson (Creature)
Principal/Executive Creative Director: Jim Haven (Creature)
Design Director: Steve Cullen (Creature)
Copywriter: Shirley Hendrickson (Creature)
Designer: Ramon Vasquez (Creature)
Designer: Haley Munro (Creature)
Producer: Bethany Papenbrock (Creature)
Media placement: Business collateral: letterhead, business cards, etc. - Internal distribution - 1 April 2010
Media placement: Fundraising collateral: brochure, pamphlet - 1000 printed for distribution - 5 April 2010

Describe the brief from the client
GRACE (Global Research for Advancing Cancer Education) is a online medical community completely unique in the world, in that it pools together a faculty of the worlds finest cancer experts and curates direct conversation between patient/caregiver and these leading opinions. Cancer is an impossible topic for any one person to keep track of. This organisation and online community empowers people with the latest facts and theories. As the influence and impact of this site grew, its information grew out of control and its old image didn't live up to it's new sophistication.

Describe the challenges and key objectives
The key objective was to create a sense of authority, balanced with approachability that invited people in. We also wanted to visually communicate the idea of conversations and collaboration, the exchange of information.

Describe how you arrived at the final design
We leveraged a mix of bold, confident typography, friendly fresh healthy colours, and simple graphic representation of ideas, to break up the word heavy world of medical advice.

Give some indication of how successful the outcome was in the market
The launch is brand new, but thus far has been universally welcomed by current Grace users and donors.