Closer To A Cure
MAKE IT MATTER
Legacy Proposition brand toolkit for Crohn’s & Colitis UK
Brief
Working in partnership with Catsnake The Story Agency, Pyramid was brought in to develop the visual direction for Crohn’s & Colitis UK’s new ‘Closer to a cure’ Legacy Proposition.
The challenge was to translate the strategic and copy thinking into a distinctive visual system for legacy giving, staying close to the existing brand while creating greater energy, emotion and flexibility.
The identity also needed to work beyond a single campaign, creating a clear and adaptable toolkit for ongoing communications. A system that could bring consistency to the proposition while flexing across different audiences, messages and channels.
Approach
Working closely with Catsnake’s copy team, Pyramid led the creative direction, art direction and design, developing a visual language around the central idea of getting ‘Closer to a cure’.
Rather than treating legacy giving as something passive or sombre, we built the system around optimism, momentum and progress, using bold typography, energetic graphic devices and human photography to bring the proposition to life. The art direction spanned research and science, determination and lived experience, through to everyday moments of freedom and possibility.
The system was then demonstrated across a broad suite of applications, including social, direct mail, OOH and email, before being brought together as a practical toolkit for future campaign development.
Impact
The result is a cohesive and ownable creative platform that gives legacy communications greater energy and standout, while remaining firmly connected to the Crohn’s & Colitis UK brand.
Crucially, the toolkit turns one proposition into a scalable campaign system, giving teams a consistent visual and verbal framework that can adapt across audiences, channels and different areas of the charity’s work.
With gifts in Wills representing a significant source of supporter funding, the work gives an important fundraising proposition the clarity, optimism and emotional power it needs, connecting every gift to the progress it can help make possible for people affected by Crohn’s and Colitis.
