Chloe Ainsley, senior graphic designer, Cystic Fibrosis Trust Visit the CharityComms website to view slides from past events, see what events we have coming up and to check out what else we do: www.charitycomms.org.uk

1. Creativity vs Brand
Chloe Ainsley, Senior Graphic Designer, Cystic Fibrosis Trust
A humble designer’s perspective
cysticfibrosis.org.uk

2. Introduction
The Cystic Fibrosis Trust is the only UK-wide charity
dedicated to fighting for a life unlimited by cystic
fibrosis for everyone affected by the condition.

3. Cystic fibrosis (CF)
What is CF exactly?

4. Cystic fibrosis is what exactly?
▪ Cystic fibrosis is a life-threatening, genetic
condition affecting more than 10,400 people in the
UK.
▪ One in 25 of us carries the faulty gene that causes it.
▪ The gene affected by CF controls the movement of
salt and water in and out of cells. People with CF
experience a build up of thick sticky mucus in the lungs,
digestive system and other organs causing a wide
range of challenging symptoms.

5. Cystic fibrosis is a lifelong challenge
Diabetes
Asthma
Osteoporosis
Enlarged Spleen
Liver disease
DIOS - Distal
intestinal obstruction
Polyps
Infertility
Pancreatic
insufficiency
Arthritis
Sinusitis
Chest infections
Digital clubbing
Liver cirrhosis
Gallstones
Subcutaneous emphysema
Respiratory failure
Eating disorders
Thrush
Pneumothorax
Meconium ileusVitamin deficiency
Enlarged ribcage
bronchitis Bronchiectasis
Pancreatitis
Low bone mineral density
Joint pain
Acid reflux
Gastro-
oesophageal
reflux disease
(GORD)
cysticfibrosis.org.uk/body
Mental issues

6. Our brand
Creating change by telling stories

7. Brand triangle

8. Creating change by telling stories
The Cystic Fibrosis Trust has a
fundamental story to tell, the
story of a devastating genetic
condition, a crippling daily burden
and lives cut short, and the power
of a community fighting back.
It’s the story of a mission to
create a new future where
everyone with cystic fibrosis
can live a life unlimited.

9. Our visual identity
Whistle stop tour of our visual style

10. Our fonts and logo

11. Our colours

12. Cut out photos and doodles

13. Overview of our general style

14. Examples
Bend and stretch…Bend and flex…

15. Cystic fibrosis is a lifelong challenge
Target audience
▪ Personal – people
with a personal
connection to CF
such as family and
friends
▪ People with CF
Example 1
Overseas challenge
events leaflet

16. Cystic fibrosis is a lifelong challenge
▪ Fonts
▪ Logo
▪ Colours
▪ Image treatment

17. Cystic fibrosis is supporting students
Target audience
▪ Young people with CF
▪ Personal – people with a personal
connection to CF such as family and friends
Example 2
Magazine for students

18. Cystic fibrosis is supporting students
▪ Fonts
▪ Logo
▪ Colours
▪ Image treatment

19. Cystic fibrosis is fighting for every breath
Target audience
▪ Public –
specifically those
with no
connection to CF
Example 3
Awareness campaign
▪ Fonts
▪ Logo
▪ Colours
▪ Image treatment

20. cysticfibrosis.org.uk
Facebook: ‘Cystic Fibrosis Trust’
Instagram: ‘cftrustuk’
Twitter: ‘@cftrust’
YouTube: ‘cftrust’
chloe.ainsley@cysticfibrosis.org.uk
Instagram: ‘@chloecreative1’
Say hello!

21. cysticfibrosis.org.uk
Thank you

22. Visit the CharityComms website to
view slides from past events, see
what events we have coming up
and to check out what else we do:
www.charitycomms.org.uk

23. Creatives Group
Creativity vs Brand
30 January 2018
London
#charitycreative