project : branding and corporate identity
bra (breast reconstruction advisory), was founded by Jian Farhadi and the Kate Courtney. The purpose of this foundation is to help women with a breast cancer diagnosis to find crucial information about reconstructive breast surgery, at a time when they’re at their most vulnerable.
Before undergoing a mastectomy, a procedure which is sometimes required almost immediately, the patient can make a decision as to how they would like their breast reconstruction to be carried out, this way avoiding unnecessary future operations, and subsequently achieving a superior result.
Our challenge was to create a brand that would be comforting to these women who’s lives had been turned upside down. It was therefore important that we created an environment that fostered a feeling of reassurance, eliminating fear of the unknown by calmly informing them of there options.
Our approach was intentionally light hearted, with the type of the logo hinting at lingerie. We felt this brand would lend itself beautifully to the promotion of future awareness and fund raising events, emitting a feeling of hope and the idea that a healthy future lay ahead.