Client
Context
Challenge
Context
Challenge
Standard Procedure & Melanoma Patients Australia
Branding, Illustration, Web Design
Create awareness towards the danger of skin cancer in Australia
Branding, Illustration, Web Design
Create awareness towards the danger of skin cancer in Australia
About
Australians worship the sun. But sadly, 1300 Australians die of melanoma each year, with young people holding the highest rates of melanoma. They are also the hardest audience to reach with traditional advertising.
Young people love music. But there are thousands of happy love-songs about the sun. The truth is, the sun is not happy. It is a fiery ball of death that rains cancer upon us. We created a different kind of song to tell the ugly truth about the cancer-causing sun.
Working with Australia’s premier heavy metal producers Monolith Studios we created a band and launched “Sunny Death Metal” - who performed the first honest song about the sun.
The custom typeface for the bands logo encapsulates the ferociousness of the cancer-causing sun, as well as band’s relentless power and unyielding fury. The letterforms intentionally draw influence from Medieval blackletter text, similar to extreme metal bands as diverse as Black Sabbath and Behemoth - a visual metaphor to emphasise the destructive nature of melonoma. Additional embellishments create a balanced symmetry of explosive flares – that draw your eye into the lockup and double down on the dangerous nature of the sun.
SDM's success lead to it becoming the highest awarded campaign at the 2023 BADC awards, with the logo type I developed and website that I contributed towards both taking home a Bronze placing respectfully.
