Run for Two esprezo
Task
Our task was to brand the #runfortwo campaign in a way that draws attention to rare diseases, bringing together both the families of patients and other people. The SMA Families Foundation and Roche’s initiative #runfortwo supports people diagnosed with spinal muscular atrophy. The runners are not professional athletes or Olympic medalists. They are company employees and children with rare diseases.
Ideas and solutions
The first idea for the branding was to build it around unity and attachment, but we gave up on it because it is too trivial. Charitable projects often use joined hands and hearts for their branding, while cohesion and teamwork are typical for sporting events marketing. We realized these symbols would not let our campaign stand out from the pack. It was essential to emphasize that the patient is a full-fledged participant in the marathon, just as the runner. A Roche employee runs for the patient, supporting him physically; the patient cheers for the employee, supporting him mentally. Their strength is in their alliance. We decided to develop this idea through the duality of objects. We chose simple visual images, geometric figures. An intersection that produces a new color was the accent of the branding. The visual style builds on this overlap of the figures, symbolizing crossing destinies. We want to show that each marathon participant: runner or patient, is a striking personality. The marathon unites them with their supporters.
