The Australian Cancer Research Foundation’s unmitigated purpose is to end cancer in all its forms. This not-for-profit has already had huge successes, for example with developing the cervical cancer vaccine. However there is still much to do.

The new identity embodies their mission to end cancer and pushes it to its logical conclusion:

A world without cancer means

A world without cancer research.

A bespoke typeface and brand voice work together to communicate this. The typeface uses an algorithm which randomly distributes characters of varying weights to represent the fact that some cancers are close to disappearing, while others remain all too visible. The foundation’s top-level domain .cancerresearch acts as messaging sign off and call to action.

The identity highlights a positive and very powerful vision: Every dollar raised gets us closer to ending cancer.

The Australian Cancer Research Foundation (ACRF) is an Australian not-for-profit organisation which funds research into the prevention, diagnosis and treatment of all types of cancer. It provides multi-million dollar grants for high-end research equipment, technologies, and infrastructure development to support the work of Australian cancer scientists.