SMAshing Barriers
Description.
SMAshing Barriers is Biogen's official awareness campaign on Spinal Muscular Atrophy. The focus of the campaign is to create a community for patients and their families, focused on emotional and inspiring experiences.
The visual identity and branding were carefully designed, from the creation of the logo, its construction and colour palette, to its use in all visual communication applications. In addition, the look & feel, the tone of the brand and the audiovisual elements, including intro/outro and photography direction, were defined.
This project was awarded GOLD in the “Social Media: Facebook” category at the Fall 2022 Digital Health Awards.
Collaborators.
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Prototype.
Echa un vistazoCampaign objective
The main objective of the campaign was to create a unique Canadian community for SMA patients, their families and caregivers by educating the audience about the disease. Through positive and inspiring information, the campaign sought to empower the community through stories from patients, family members and experts, promoting interaction and action to improve their quality of life and offer them the best option for living.
Origin of the logo
When it comes to the origin of the logo, the concepts of overcoming challenges, moving beyond illness, empowerment, and community serve as the guiding inspiration for the brand.
The design combines a suggested human figure jumping over or defying a barrier, alongside a wheelchair and a heart, to visually convey the message of empowerment, mobility, and community.
Bilingual identity
To make the campaign more inclusive, a French version of the logo was created, in recognition of Canada's two official languages. Any use of the logo in its English version will apply equally to the French version, including all applications in visual communication.
Fundamentals of visual identity
Some of the key foundations of SMAshing Barriers’ identity include a vibrant colour palette, an empathetic and approachable tone of voice, and a modern look & feel. These elements combine to reflect the brand’s values, strengthening its emotional connection with the community of patients and their families.
Social media
The proposal for social media posts emphasizes the strategic combination of colors and contrasts to highlight information. The idea is to maintain a dynamic and strong brand image, ensuring that each post effectively captures attention.
Final brandbook
The end result was a comprehensive and detailed brandbook that ensures visual brand consistency across all digital platforms. This has allowed the campaign to convey its message clearly and effectively, connecting deeply with patients and families, while maintaining a consistent visual identity that reinforces the emotional and inspirational goals of the campaign.
Campaign objective
The main objective of the campaign was to create a unique Canadian community for SMA patients, their families and caregivers by educating the audience about the disease. Through positive and inspiring information, the campaign sought to empower the community through stories from patients, family members and experts, promoting interaction and action to improve their quality of life and offer them the best option for living.
Origin of the logo
When it comes to the origin of the logo, the concepts of overcoming challenges, moving beyond illness, empowerment, and community serve as the guiding inspiration for the brand.
The design combines a suggested human figure jumping over or defying a barrier, alongside a wheelchair and a heart, to visually convey the message of empowerment, mobility, and community.
Bilingual identity
To make the campaign more inclusive, a French version of the logo was created, in recognition of Canada's two official languages. Any use of the logo in its English version will apply equally to the French version, including all applications in visual communication.
Fundamentals of visual identity
Some of the key foundations of SMAshing Barriers’ identity include a vibrant colour palette, an empathetic and approachable tone of voice, and a modern look & feel. These elements combine to reflect the brand’s values, strengthening its emotional connection with the community of patients and their families.
Social media
The proposal for social media posts emphasizes the strategic combination of colors and contrasts to highlight information. The idea is to maintain a dynamic and strong brand image, ensuring that each post effectively captures attention.
Final brandbook
The end result was a comprehensive and detailed brandbook that ensures visual brand consistency across all digital platforms. This has allowed the campaign to convey its message clearly and effectively, connecting deeply with patients and families, while maintaining a consistent visual identity that reinforces the emotional and inspirational goals of the campaign.
