Cancer Council | Born & Raised | Branding and Creative Agency

Cancer Council

  • Campaign concept

  • Campaign identity and guideline

  • Messaging

  • Shoot and planning

  • Multi-channel campaign execution

  • Product labels and packaging

  • Retail point of sale

  • Product collaboration

  • Brand video


Shake off the tired image of Cancer Council eyewear, sunscreen and apparel with a refreshed retail brand and campaign to support a more appealing product range and a range of use occasions.



Working within the tight constraints of the national Cancer Council brand guideline, we developed the ‘Gotcha Covered’ campaign identity with a flexible, Australian lifestyle-inspired language system that talks to a diverse range of audiences and usage occasions.

We updated the campaign design assets with a more contemporary supporting colour palette and campaign-specific zinc-splash graphic device. We collaborated with the product team on product partnerships, apparel graphics, colourways and branding. Born & Raised orchestrated a complex location shoot to provide a range of assets to support the retail business for years to come.

After learning that many people weren’t aware that all profits from sale of these products goes to Cancer research, we focused on making messaging and hierarchies much clearer across the campaign’s execution.

Back to top