Prostate Cancer Foundation Design & Branding THE PROSTATE CZECH LOGO by kbs+p New York

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THE PROSTATE CZECH LOGO

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Industry Public Safety, Health & Hygiene, Against Cancer
Media Design & Branding
Market United States
Agency kbs+p New York
Director Jeffrey Zablotny
Art Director Andreas Baumert
Released September 2011

Credits & Description

Category: Logo Design
Advertiser: PROSTATE CANCER FOUNDATION
Product/Service: MEN'S HEALTH AWARENESS
Agency: kbs+
President And Co-Chief Creative Officer: Ed Brojerdi (kbs+)
Co-Chief Creative Officer: Izzy DeBellis (kbs+)
Art Director: Andreas Baumert (kbs+)
Senior Copywriter: Ash Tavassoli (kbs+)
Chief Integration Officer: David Jenkins (kbs+)
Account Director: Jamie Simms (kbs+)
Chief Information Officer: Matt Powell (kbs+)
Director/Technical Production: Evan Kantor (kbs+)
Technical Producer: Lauren Bickers (kbs+)
Senior Vice President/Communications: Dan Zenka (Prostate Cancer Foundation)
Production Company: Circle Productions
Video Producer: Karen Tameanko (Circle Productions)
Director: Jeffrey Zablotny (Circle Productions)
Media placement: Logo - TV, Microsites, Print, Online Banner - 7 September 2011

Describe the brief from the client
With well over 2.2m cases a year, prostate cancer is the leading form of cancer affecting men in the US.

When detected at an early stage, the cancer is 90% curable through surgery or radiation. If untreated, prostate cancer cells can spread to other parts of the body, producing secondary tumours.

With very few to no symptoms in the early stages, hundreds of thousands of cases go undetected throughout the country. When finally diagnosed, it is often too late, which is why regular testing is imperative amongst those 40+.

Describe the challenges and key objectives
The major problem lies in getting through to those unwilling to talk about the cancer. Negative stigmas around the prostate exam have resulted in men refusing to discuss the disease.

Describe how you arrived at the final design
Our solution to the problem: Branko, the Prostate Czech.

When it came to design, we had the tough task of creating a look/feel that brought Branko to life. While the campaign was meant to be comedic, it was also important to maintain Branko’s no-nonsense, stern demeanour.

The Prostate Czech colour pallet combined the colours of the Czech flag, with the colours of the Prostate Cancer Foundation. The typefaces used throughout the campaign had to maintain an Eastern European feel, but still remain legible to an English-speaking audience.

Give some indication of how successful the outcome was in the market
From the Wall Street Journal, to major medical magazines, Branko was a hit. In its first month alone, Branko helped increase traffic to the Prostate Cancer Foundation website by over 40%.