Children's Cancer Institute
Completed at Purpose
Creative Direction Dan Mercer
Design Dan Mercer & Ali Ozden
A highly regarded 30-year-old organisation with an impressive history of scientific breakthroughs, Children’s Cancer Institute needed to translate the success and passion within their work to an oblivious consumer audience.
With their passion and focus being 100% on childhood cancer, the nature of the cause and the ability to have a tangible impact was a powerful story to tell. This, coupled with the total confidence that the end to childhood cancer was within their reach, became the strategic anchor for the institute.
Put simply, Children’s Cancer Institute believed in Success. Nothing less. Period.
In order to communicate this unwavering determination, we needed to ‘open the lab door’ and challenge the common stereotypes of scientific research while balancing the human attributes of the organisation.
The new brand shows that success is cumulative. Success is a journey. And, most importantly, success is not a miracle. It is the result of some seriously amazing scientific research.