As the Design Officer for the Canadian Foundation for AIDS Research, one of my first tasks was to assist the Marketing and Communications Department as they reimagined CANFAR’s brand.
Coming from years of using the same messaging, the move was towards a lighter, more optimistic voice and look. One that put the accomplishments of CANFAR funded research in the spotlight, and provided the potential donors, sponsors, corporations, as well as pre-existing relationships with incentive to give and support the cause.
Palettes of silvers and grey were brought in to create lighter compositions and layouts, and reference the idea of science, study, and looking forward, always highlighted with bursts of CANFAR red.
Coming from years of using the same messaging, the move was towards a lighter, more optimistic voice and look.
Creative ranged from annual reports and direct mail pieces to out-of-home advertisements including subway advertisements and banners on Bloor Street.
Design collateral served to further CANFAR's brand messaging of an AIDS-free future, delivered through promotion for the organization's events and education campaigns.