To The Point creates core messaging for Francis Crick Institute

The Francis Crick Institute, under construction in St Pancras, London, will be an interdisciplinary medical research facility which comprises six scientific and academic organisations.

In 2011 The UK Council for Medical Research and Innovation was rebranded as The Francis Crick Institute, with the new identity created by Heavenly, and underwent a structural change.

To The Point – which says it was appointed on the strength of a pitch and a recommendation – was briefed to communicate what the £650 million institute will deliver.

This had to be done in a ‘visually stimulating, accessible manner, help make science fun and relevant to everyday life and ensure the designs would also work across giveaways,’ says To The Point.

The institute wanted to communicate that it will  ‘attract and train the world’s best researchers in the pursuit of greater understanding of what makes us ill and keeps us well,’ according to the consultancy.

To The Point has created the message ‘Ideas that change lives’ to convey this, and extrapolated shapes from the existing identity, plus created graphics on a biological theme, referencing the different types of work the institute will carry out.

T-shirts, hats, bags and a fortune telling ‘science snapper’ toy will carry the messaging. They have been designed for entertainers who have been hired by the institute to engage with crowds around the site.