ABOUT

HeadSmart is a campaign to raise awareness of the signs and symptoms of brain tumours in children and teenagers, in order to bring down diagnosis times.

The challenge
The previous identity was dated and was struggling to target its different audiences: parents, healthcare professionals and teenagers. The new identity needed to re-energise the campaign, make the signs and symptoms more memorable and better target teenagers. It needed to be clear that it was a campaign, rather than a charity, and work better on digital platforms. It also needed to sit well with the brand identities of the partner organisations.

The solution
A new identity that is bold and confident; is versatile for different audiences and brings out the signs and symptoms in an engaging way, through a stick character called Sam. The devices and shapes hint towards digital communication platforms and sharing information, therefore raising awareness. The colour palette is fresh and engaging, whilst the typography is authoritative, yet approachable. 

I led on all creative: creating the Sam character, designing the materials, developing the brand guidelines and working with agencies to develop the website and the lead animation. I presented concepts and development throughout the process, from small internal groups to the HeadSmart board.

Since the new brand was launched in January 2017, HeadSmart has won funding from The National Lottery Award.