Livity has rebranded CoppaFeel!, a UK charity focused on awareness of young people and breast cancer. The new design aims to amplify the brand’s message: “Check your chests.” The brand’s identity now includes an updated logo, graphic elements, color palette, and messaging designed to resonate with a younger, diverse audience.
The new logo is a key feature. Designed by typographer Tina Smith, it embodies a playful yet urgent tone called “urgent squish,” representing checking for breast cancer with a squishy feel. The logo animation enhances this metaphor, showing the importance of regular self-checks.
Typography plays a significant role in the new identity. The primary font, Dunbar, is robust and rigid, highlighting the urgency of the charity’s message while maintaining a clear, authoritative look. This balance of squishy and rigid elements reflects CoppaFeel! ‘s mission of approachability and seriousness.
Color is crucial in the rebrand. The new palette is bright and inviting, attracting attention and conveying optimism. These colors are used consistently across graphic elements and promotional materials, creating a cohesive visual identity. The palette fosters a welcoming atmosphere, encouraging young people to engage with the charity.
The graphic elements are both functional and symbolic. The rebrand includes icons representing different types of breasts and chests, emphasizing diversity and inclusivity. These simple yet impactful illustrations make it easy for the audience to understand and relate to the message.
Livity’s redesign involved extensive research and collaboration with young people across the UK. This inclusive process ensured the new brand identity resonated with the target audience. In-person research sessions gathered diverse perspectives, informing the development of visual and verbal elements.
Photography and visual content are crucial. The campaign includes a day-long photoshoot directed by Jane MacFarlane and shot by Naomi Wong, featuring an inclusive and passionate cast. The imagery is relatable and reassuring, demonstrating the ease of performing self-checks.
The new brand identity’s tone of voice balances playfulness and urgency. Livity captured CoppaFeel! ‘s humor while emphasizing early detection. The messaging is educational and upbeat, motivating young people to take action without instilling fear.
The rebrand includes updated messaging that aligns with the visual elements. It focuses on encouraging regular self-checks and uses the story of CoppaFeel! ‘s founders, Kris and Maren Hallenga, to create a personal connection with the audience. The narrative stresses the importance of proactive breast health and seeking medical advice if anything unusual is detected.
