Idea & Difference
The charity’s pioneering approach is profoundly personal, moving beyond the illness to capture an individual’s rich life of experiences and memories in a unique life-story film. Through a series of brand workshops across the organisation, Karoshi helped the charity define their positioning and articulate their brand promise. We retained the handwritten approach to the word mark, but completely redrew the lettering to give it a softer, more approachable feel. The existing typography was replaced with a more humanist, geometric sans-serif typeface, selected for its clarity and accessibility. A brighter, more optimistic hero colour was introduced, supported with a vibrant secondary palette. A direct approach to portraiture is contrasted with candid and unobtrusive photography, capturing the positive impact of the charity’s work. Through close collaboration with the filmmakers, a bold and versatile graphic style was developed for audio-visual use.