Macrocephaly-capillary malformation (M-CM) is a multiple malformation syndrome—a condition so rare, that even doctors don’t have very much information to provide parents of afflicted children.
The M-CM Network was founded in an effort to collect more information. The existing branding was fine for communicating to more clinical audiences, but for reaching out to families, it just didn’t say, “talk to us, we understand what you’re going through,” and it needed to do both.
For the research-based work, the brand colors would remain and be paired with the logo’s base font, Gotham. A bright, joyful palette and friendly serif would be introduced for communication to families.
Patterns would prove useful for adding style to the clinical work without getting too playful.
A series of support icons in the tangram style was used to communicate to both audiences.
While M-CM Network didn’t want to see their cause as commercialized as the pink ribbon, there was a need to foster community. Branded merchandise with messages that speak to their extended M-CM family helped to build relationships with their community and for members to identify each other at fundraisers and awareness events.