Across Europe, healthcare associated infections (HCAIs) account for 37k deaths, each year. They are mostly caused by tired and overworked hospital staff, neglecting to follow all the infection-prevention protocols. Our campaign needed to remind healthcare professionals to follow necessary hygiene protocols, without upsetting them or adding to their heavy workload.

Inspired by UV lighting, which reveals bacteria, we developed a bright and contrasting colour palette, to ensure each infection-prevention protocol would stand out.

Knowing we wanted our headlines in capitals, we created a bold typeface with an unusual quirk – the uppercase offers an eye-catching horizontal stretch on selected letters, whilst the lowercase remains in standard capitals.

Working within an established grid structure, we aligned the first line of the headline to the left and the last line to the right, to create a diagonal read. Every line in between was aligned left, right or centre, to create the most dynamic shape, whilst ensuring legibility. To ensure a clean overall look and feel, we used optical kerning and integrated hyphenation into the design.

Our headline typeface is complemented by the softer and more fluid typography found in our mobile ‘Thank you!’ logo, which is used to lock up each headline.