Naming, Brand Strategy, Tone of Voice, Copywriting.
Arthritis starts by taking the small things. And then, bit by bit, it steals life’s fundamentals — the ability to work; care for a family; or to move without pain. But we live in a world that simply shrugs off arthritis. Too often, it goes unseen and unchallenged.
The merger of Arthritis Research UK with Arthritis Care gave Re the opportunity to build a brand that would push back against these prevailing attitudes. One that would lead the charge in defying arthritis and demanding action for, and with, people affected by the condition. It also needed to be a brand with range, with the ability to speak to everyone from politicians to young people living with arthritis.
Power to the people.
We developed a new name, Versus Arthritis, which encapsulates the collective battle against the condition. It captures the pressures, but also the power, of the people working together against arthritis. Those who constantly fight back against the condition: the carers and campaigners, researchers and runners, listeners and supporters. The people Versus Arthritis.
Movement for change.
The new logo is a visual metaphor for the collective battle with arthritis. The individual characters reflect the diversity of pressures caused by the condition and, used together, reflect the power behind the movement for change.
As the logo is built around the idea of applying pressure, motion and behaviour play a big role in bringing it to life — forming the basis of the logo, communications and digital expressions. It is a brand that constantly pushes forward: a force to be reckoned with.
M&C Saatchi London, who worked alongside Re on the brand development, created the launch campaign for the charity. A national outdoor and TV campaign, supported by media partnerships with Gogglebox, introduced the new organisation and movement to people across the UK.
Arthritis is stealing work from someone you know
Arthritis is stealing independence from someone you know
Arthritis is stealing intimacy from someone you know
Created with the brilliant team at Re / M&C Saatchi London.