Projects.
Gut Smart
The project
SBM helps Crohn’s and Colitis Australia to build a strong and sustainable brand identity for their new Gut Smart initiative.
The puzzle
Crohn’s and Colitis Australia has been helping 85,000 people live with the incurable inflammatory bowel disease for over three decades. They were looking to reach both dieticians and a younger audience, particularly women, with their new Gut Smart initiative. SBM was brought in to create a brand identity that accurately showcased Gut Smart’s value. This would be done through imagery that depicted the disease without being too graphic, considering the variety of platforms, devices and formats on which it would be shown to their target audience.
The solution
Tasked with creating a logo and branding style guide, SBM kept in regular contact with Gut Smart, ensuring that the direction of the project was perfect for the client from start to finish. The SBM design team first defined the brand concept, then researched similar brands, taking the time to understand the Crohn’s and Colitis condition. Building a strong brand required plenty of feedback from the Gut Smart team. In the end, several logo concepts were explored to make sure the client would be thrilled with the final result.
The results
The client received a brand guide and logo that perfectly conveyed both their values and knowledge of Crohn’s and Colitis, with a special appeal to a younger audience. The new brand instilled positivity, confidence and trust. The logo featured a colour palette that was bold and vibrant alongside clever typography, meaning audiences would know Gut Smart was a business that valued connection and wholesome living. The project ended with a well-rounded brand and plenty of positive feedback from the client.
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