BRIEF:

The Innovations in Cancer Treatment and Care Conference is a free, annual event hosted by the Cancer Institute NSW. The conference provides health professionals with an opportunity to hear, collaborate and share the latest innovations in quality cancer treatment and care. A refreshed brand identity was required for the conference collateral and promotion and to entice new participants to attend.

SOLUTION:

Rather than going down the route of using clichéd stock photography of doctors and clinicians at work, a purely graphical approach was taken to the brand look which allowed flexibility and repeat use for future years. An abstract design representing streams or ribbons of thought and ideas was developed alongside a metamorphic lightbulb logo and refined yet slightly scientific typography. The overall design has visual impact conveying clarity, order, and creative thinking. The resulting website and collateral is bright, bold and optimistic.