Evoq for Cancer League: "What is really important to me"

The reform of Swiss inheritance law opens up numerous new opportunities for private individuals when it comes to pension and estate planning, but also raises just as many questions. And it is precisely these challenges that evoq's storytelling concept addresses: The two fictional protagonists Bernhard and Sarah guide readers through the questions and hurdles surrounding inheritance, and make it easier to get to grips with the often overlooked aspects of estate planning.

Independently conspicuous and yet unmistakably Krebsliga

Early on in the project, the requirement for the independence of the format was formulated in dialog with the Swiss Cancer League. The new guide should stand out from the extensive publication landscape of the non-profit organization and at the same time strengthen the Cancer League as a competent sender.

"The design concept therefore focuses on reduction, clarity and empathy. In combination with the brand color orange, the independent design simultaneously creates attention and recognizability. The generous, natural images and the concise typography of the central statements provide the necessary lightness and invite you to browse.

Providing everyday information with a strong practical focus

Thanks to the modular structure based on the most important questions relating to inheritance, readers can access the testamentary guide at any point, depending on their personal interests, and find out about specific aspects of estate planning. "Our aim was to develop a guide that supports the target group where their hurdles and doubts are greatest", says Susanne Pfäffli, Creative Director at Evoq.

Needs-based information transfer shows effect

The two protagonists counter common uncertainties and doubts with sound knowledge and empathetic encouragement. At the same time, technical terms are clearly explained and complex issues are visualized with the help of memorable infographics. The content and visual design is always geared towards the needs and emotional experiences of the readership.

"Thanks to evoq's exceptional sensitivity, we have succeeded in developing a well-founded, accessible guide that is very well received by the target group and by us internally", says Manuela Daboussi, Head of Legacies & Bequests at the Swiss Cancer League.

And the success proves the approach right: in just three months, the guide has been ordered over 500 times - convincing proof of the effectiveness of the innovative concept.

Responsible at Krebsliga Schweiz: Manuela Daboussi (responsible for legacies & bequests). Responsible at Evoq communicationsAdrian Schaffner (mandate management), Susanne Pfäffli (creative direction, concept, text), Markus Wohlhüter (concept, art direction), Gianluca Flütsch (graphic design), Daniel Kuster (project management, production).