A brand with diversity and community at its core...
BreastScreen Victoria offers free breast screens to women aged 50-74. Their purpose is to reduce the impact of breast cancer and save lives through early detection. Recently, the organisation conducted some research into how their audience felt about their brand. Participants responded that the logo felt outdated, lacking in diversity and inclusiveness, and lacking a specific link to what the organisation does.
Since the visual identity had not been updated for 15 years, this feedback made sense. BreastScreen Victoria felt that it was important to address these concerns, so Think HQ was tasked with creating a refreshed visual identity that would better resonate with a contemporary audience.
We proposed a design that felt like an evolution of the current brand, moving it into a space that is more motivational, supportive, inclusive, modern, and sophisticated. It is tonally optimistic and energetic, encouraging individuals to be proactive and take charge of their health in a simple and un-intimidating process. Key imagery features photographs of diverse, confident individuals, inspiring bravery and creating positive association around breast screening – the relief of not having to worry about one’s health and the feeling of empowerment for taking charge of one’s own wellbeing.
As Design Director on this project, I worked with, and directed, a more junior designer in order to come up with intital visual concepts. I was then driving the design rollout of the new visual identity, which involved creating the brand guidelines manual, delivering logo suites, designing branded templates and liasing with other external suppliers of BSV in order to maintain consistency of the brand rollout.
CREDITS: I worked on this project as an employee of Think HQ.
