Context
How does a charity engage a younger demographic while raising awareness about a rare disease? Reachin’ is a regular fundraising event in aid of Myeloma UK.

Idea & difference
Launched and hosted at the Turner Contemporary in Margate, our new identity drew inspiration from the venue architecture by David Chipperfield. The building’s distinctive construction, featuring clerestory windows, mono pitched roofs and glass façades, informed an evolving identity system. At its foundation lies a versatile angular grid used to construct abstract patterns exclusive to each application. Myeloma UK’s primary orange features as a constant hero colour to reference the charity and is paired with a unique event palette. The identity has been applied to on and off-line marketing collateral, event graphics, projection animations and merchandise.