In June 2014 the Canterbury Medical Research Foundation
(CMRF) began researching the way it presented itself, both internally and externally. A series of stakeholder interviews were undertaken and the insights obtained were used to re-position CMRF within the market.
The refreshed identity uses a distinct logo device and clear typography to make the organisation more visible. The tagline, ‘Research Saves Lives’ drives the message home and explains what CMRF represents.
The CMRF subsidiary, New Zealand Brain Research Institute needed to be both aligned and differentiated from CMRF. We achieved this through commonalities in the logo device and typography, while contrasting colours clearly set the two organisations apart. The new look and feel has been applied throughout all brand collateral including a wide-reaching advertising campaign with channels in print, digital and outdoor resulting in a significant increase in public awareness.