|Title||THE MELANOMA TYPEFACE|
|Brand||MELANOMA NEW ZEALAND|
|Product / Service||HEALTH AWARENESS|
|Category||A01. Brand & Communications Design|
|Entrant||TBWA\NZ Auckland, NEW ZEALAND|
|Idea Creation||TBWA\NZ Auckland, NEW ZEALAND|
|Shane Bradnick||TBWA\NZ||Chief Creative Officer|
|Guy Roberts||TBWA\NZ||Executive Creative Director|
|Emily Osborne||TBWA\NZ||Art Director|
|Catherine Harris||TBWA\NZ||Chief Executive Officer|
|Kate Heatley||TBWA\NZ||General Manager|
|Mark Paisey||TBWA\NZ||Senior Producer|
|Jonny Kofoed||Assembly||Motion Director|
|Alistair McCready||Alistair McCready||Typographer|
80% of all cancer diagnoses in New Zealand are for Melanoma. Kills more people than any other cancer in New Zealand. But there’s a very good chance of survival if you catch it early enough. The problem is, the only symptom is often a new spot or a subtle change to an existing spot, which many people pay no attention to. And even if they do notice something, there’s little awareness around what to look for, and what actual melanoma symptoms look like.
We created a typeface that consists of only full stops: The Melanoma Typeface. The font was designed with a leading typographer and a dermatologist to accurately represent melanoma, with each weight depicting a different symptom. And just like a real melanoma, it changed in response to UV light. To mirror the existing behaviour that people have with spots on their skin, we made subtle changes to spots that are in the public eye every day. In ads and on product labels for some of the biggest brands in the country. Designed for people to notice - or not, just like Melanoma We gave our Melanoma Typeface to some of the nation’s biggest brands to use in their summer advertising.