2015 Winners & Shortlists

Brief Explanation

The challenge was to create an identity that visualized the main theme of the conference, namely the colon, but personalized it at the same time, to avoid becoming too cold and medical. The colon is, by its nature, does not lend itself to attractive visualization and past attempts by the client to create an identity had generally not been successful.

The Brief

IMPACT mCRC stands for International Middle East Personal Anti-cancer Therapy Conference for metastatic ColoRectal Cancer. Impact is an annual event, bringing together leaders in the field of ColoRectal cancer. The brief was to create an identity for this event.

How the final design was conceived

By combining the iconic shape of the colon and a human face, we created a visual identity that was both relevant and reminded delegates of the purpose of attending – to improve the lives of cancer patients.

Indication of how successful the outcome was in the market

Over 170 delegates attended the event, an overall increase of 20%. The feedback from the client was also very positive, in that for the first time they felt they had an identity that achieved their set objectives, namely using the image of a colon in a way that personalized and humanized it.

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