Truly Deeply is proud to reveal the refreshed brand identity for the Ovarian Cancer Research Foundation (OCRF). The new brand has been crafted to create a more sophisticated and relevant identity that embraces the science of storytelling stamped with confident symbolism.
The Ovarian Cancer Research Foundation (OCRF) is led by eminent gynaecological oncology specialist, Chairman/Co-Founder Associate Professor Thomas Jobling, and CEO/Co-Founder Liz Heliotis.
OCRF is Australia’s pre-eminent body supporting ovarian cancer research programmes. A gynaecological cancer of the ovaries, it is one of the most common cancers affecting women. With no early detection test, it is often only diagnosed in the advanced stage of the disease, resulting in a high mortality rate. The organisation is focused on finding an early detection test and improving patient survival.
During the first decade, the OCRF brand had evolved organically. A silver ribbon was the recognised symbol for OCRF but this also lacked true differentiation. Ribbons have become a universal symbol for countless causes, including several for other cancer charities – we needed to strengthen and take stronger ownership of the silver ribbon.
OCRF has managed to standout from others in the charity sphere through its brand alignment with fashion. A long-term relationship with L’Oreal has enabled OCRF to get access to high profile models such as Megan Gale, as ambassadors for the cause. Their annual White Shirt Day in conjunction with Witchery provides wide exposure for the brand and a vital annual event. While these partnerships were successful, OCRF sought the experience of Truly Deeply to refine their core brand proposition, cut through the clutter of confusing messaging to find more powerful ways to connect their partnerships and ambassadors for year-round brand benefit.
The charity sector is a crowded and competitive brand space. It is crucial to have clear messaging around ‘what you stand for’, ‘why it is so important’ and ‘the difference people can make’ by supporting the cause. Ovarian cancer awareness and understanding is still extremely low until you know someone who is affected. There was a need to get everyone to realise it could impact them or someone they care about.
Identifying a brand purely from its functional mission is not enough to differentiate in this super busy environment, but with OCRF we had a ready-made differentiator. From our very first conversation with Liz and her team, it became clear the national White Shirt Day event was not a random high profile activity but part of a much stronger philosophy that ran beneath the surface of the brand.
The OCRF philosophy is founded on the belief that the terrible impact of ovarian cancer should not define those who are affected by it – that having ovarian cancer is no reason to not celebrate life, to not enjoy wearing beautiful clothes, spending time with wonderful friends and eating amazing food. This passionate philosophy has been the connecting thread between OCRF and its many sponsors and ambassadors from the field of fashion, and also from the entertainment and hospitality industries.
While the statistics are powerful we also needed to establish a strong personal and emotional connection to get people to care and act.
The simple truth that ‘one woman dies every 10 hours from ovarian cancer’ and ‘this could be your mother, wife, sister, friend or even your daughter’ is now front and centre of every communication. This is supported by ‘celebrate lives, save lives’ and ‘research is the answer’.
“The brand now has consistent, clear and powerful messages across various OCRF campaigns, ensuring they are relevant, compelling and provide clear direction for people to respond,” says Michael Hughes, Strategy Director and Partner, Truly Deeply. “The brand also has a flexible messaging system that enables OCRF to maximise their high profile campaigns and tie them back into their core brand messaging to drive clear understanding and actions for their cause.”
While OCRF owned the colour silver, a quick audit of the visual language of competitors turned-up many charitable and not-for-profit organisations using the same ‘ribbon’ symbol for their brand with minimal variation.
The ribbon, particularly the use of silver, still had some strong brand equity for OCRF but it needed to be more ownable. Maintaining the silver colour, we re-imagined the ribbon, adapted the visual cues of the fashion category, whilst ensuring the visual language would be still relevant for an extremely professional, science-based organisation.
“The OCRF brand identity sits equally comfortably on a scientific report, as it does next to fashion icons like Megan Gale,” says David Ansett, Chief Creative and Founder, Truly Deeply.
“The core design element of the new identity is typography; using a clean, contemporary typeface, ‘force stacked’ to create visual drama. The strong, style-driven type is ‘pinned’ to a disc featuring our contemporary and refined version of the silver ribbon,” added Ansett.
These elements are simple, striking and elegant, whilst remaining clean and professional. The brand mark is also flexible enough to work in a high-end fashion context, as well as on a government report or web site.
Truly Deeply conducted a brand audit, market decode and then developed the brand positioning, messaging, brand identity, visual language, stationery and advertising templates. This was consolidated into a comprehensive set of brand identity and messaging guidelines.
Truly Deeply worked with OCRF’s internal design team as well as their advertising and digital partners to implement the new brand design.
OCRF is intensely proud of their new brand identity and believe that it embraces the science of storytelling stamped with confident symbolism. The feedback from stakeholders has been overwhelmingly positive.
Liz Heliotis, CEO and Co Founder of OCRF says, “The new brand is strong, stylish and compelling and applauds the strength, courage and dignity that many display (and their families) daily in their journey with this dreadful disease.”
Heliotis added, “Working with the committed and talented team at Truly Deeply has been a mentally invigorating and rewarding experience. They’ve made the intangible, tangible and empowering in this crowded arena. Their narrative distils hope and optimism that equates to better futures for all.”
“It is not often in business that you can find partners who match your enthusiasm, passion and energy to continue this vital research and when you do that outcomes can be extraordinary. The Truly Deeply experience was like visiting a concentrated inspiring knowledge bank; just brilliant yet demanding that truth emerge. I am so proud to have had this opportunity and to have their ‘advocacy’ for this vital research message,” concluded Heliotis.
For more information on ovarian cancer and OCRF, visit ocrf.com.au