Merck
Cancer Game Plan
This is a short summary
Direction
Strategy
Digital Identity
Branding
UX/UI
As a firm response to the growing threat and impact of cancer to Filipino patients, a multi-stakeholder gathering was held today in Manila to publicly launch Cancer Game Plan PH, an expanded offshoot campaign stemming from Merck’s Hope from Within campaign. Cancer Game Plan PH is geared to systematically change the face of disease care – highlighting existing targeted therapies and breakthrough new treatments like immunotherapy that address a greater body of cancers, effectively helping many patients in their journey to be betterancer Game Plan PH expands this scope in particular to include, in addition to lung cancer: melanoma, head and neck, gastric, bladder, andtypes of cancers.
To provide a diverse set of clear perspectives on the advocacy and the plan, representatives were present from the Department of Health (DOH), Philippine Alliance of Patient Organizations (PAPO), Philippine Society of Medical Oncologists (PSMO), Sunlife Insurance Corporation, and Cancer Coalition of the Philippines (CCP), together with the newly-introduced Cancer Game Plan PH influencers.
For this new project, I was tasked to design the brand identity of the movement. The brief was to convey the elements of the following:
- Coalition - The campaign is a multi-stakeholder collaboration between the government’s Department of Health, the private sector, and physicians
- Localized touch - Since this is a local spin off of the global campaign “Cancer Game Plan”, it should have a Filipino spin to it
- Branding - Because of its association with Hope From Within, the logo should retain its original brand DNA, be it in the form of the color, the key visual, or the typeface.
In creating the logo, I wanted to create a strong, resonating key visual that can be used for any type of asset, while showcasing its localized presence in the Philippines, as the campaign was originally an American one. I knew that it had to be a typography-based logo, but to stand out, there has to be a striking element to it. I decided to draw a ribbon, with the Philippine flag emblazoned on it. The flag has its historic origins in its independence from Spain as a colonizer—it bore a golden 8-pointed sun and three golden stars, standing for the three main areas in the Philippines—the Luzon group of islands in the north, the Visayan group in the south, and the main southern island of Mindanao. The eight sun rays were for the provinces where the original anti-Spanish revolt had broken out. I used the hole inside the ribbon to place the silhouette of the 8-pointed sun.
Direction
Strategy
Digital Identity
Branding
UX/UI
As a firm response to the growing threat and impact of cancer to Filipino patients, a multi-stakeholder gathering was held today in Manila to publicly launch Cancer Game Plan PH, an expanded offshoot campaign stemming from Merck’s Hope from Within campaign. Cancer Game Plan PH is geared to systematically change the face of disease care – highlighting existing targeted therapies and breakthrough new treatments like immunotherapy that address a greater body of cancers, effectively helping many patients in their journey to be betterancer Game Plan PH expands this scope in particular to include, in addition to lung cancer: melanoma, head and neck, gastric, bladder, andtypes of cancers.
To provide a diverse set of clear perspectives on the advocacy and the plan, representatives were present from the Department of Health (DOH), Philippine Alliance of Patient Organizations (PAPO), Philippine Society of Medical Oncologists (PSMO), Sunlife Insurance Corporation, and Cancer Coalition of the Philippines (CCP), together with the newly-introduced Cancer Game Plan PH influencers.
For this new project, I was tasked to design the brand identity of the movement. The brief was to convey the elements of the following:
- Coalition - The campaign is a multi-stakeholder collaboration between the government’s Department of Health, the private sector, and physicians
- Localized touch - Since this is a local spin off of the global campaign “Cancer Game Plan”, it should have a Filipino spin to it
- Branding - Because of its association with Hope From Within, the logo should retain its original brand DNA, be it in the form of the color, the key visual, or the typeface.
In creating the logo, I wanted to create a strong, resonating key visual that can be used for any type of asset, while showcasing its localized presence in the Philippines, as the campaign was originally an American one. I knew that it had to be a typography-based logo, but to stand out, there has to be a striking element to it. I decided to draw a ribbon, with the Philippine flag emblazoned on it. The flag has its historic origins in its independence from Spain as a colonizer—it bore a golden 8-pointed sun and three golden stars, standing for the three main areas in the Philippines—the Luzon group of islands in the north, the Visayan group in the south, and the main southern island of Mindanao. The eight sun rays were for the provinces where the original anti-Spanish revolt had broken out. I used the hole inside the ribbon to place the silhouette of the 8-pointed sun.
