To bring all of Macmillan’s special events into a consistent look and feel while making them look sophisticated and formal. But doing so without using Macmillan’s main brand assets.
To do this, I explored the remaining brand assets to see how I could not only make them sophisticated but still feel Macmillan. This involved leading with the condensed weights of Futura so they were different to Macmillan’s other events but felt more formal. While the paint panels were then used to create shapes to hold the event details. Because the imagery could vary from event to event, the paint panels/event details had to still be primarily green, this meant that it still felt like it was from Macmillan.
Guidelines and templates were also created to be given to external suppliers to ensure that all future events were consistent with each other.