Keep potassium in check.

American Kidney Fund’s Beyond Bananas campaign had established an important platform for potassium education, but engagement was waning. Misconceptions persisted, patients needed greater support, and busy providers had limited time to address potassium management. AKF partnered with Contrast & Co. to reinvigorate the campaign while preserving its established equity. The objectives extended beyond awareness: encourage earlier conversations, equip patients to advocate for their health, and create a stronger foundation for renewed and expanded sponsorship.

Turning awareness into action.

We centered the refreshed campaign on a simple, empowering idea: “Keep Potassium in Check.” The concept makes a complex health topic feel understandable and actionable, helping people recognize the importance of potassium management and their role in it. It also creates a shared narrative for patients, caregivers, providers, and sponsors, with language that adapts naturally to each perspective. From “Is my potassium in check?” to “I help keep my patients’ potassium in check,” the campaign gives every audience a meaningful way into the conversation.

A distinctive new visual identity.

The refreshed identity brings energy, humanity, and visibility to a serious health issue. A distinctive mark unites the letter B, a kidney shape, and an expressive brushstroke, while a vibrant palette builds on AKF’s brand with a signature green. People-focused photography, textured food imagery, and dynamic graphic elements create an approachable visual language that broadens the conversation beyond bananas. Together, these elements help the campaign capture attention, connect with diverse audiences, and retain the credibility of a trusted health resource.

Comprehensive Assets. Consistent Impact.

We translated the campaign into a comprehensive set of assets designed to scale across audiences, formats, and touchpoints. Email headers, paid display ads, social graphics, and website and landing page headers give AKF a coordinated system for reaching people throughout their digital experience. Flexible messaging and visual components accommodate different educational priorities while maintaining a recognizable campaign presence. The result equips AKF to launch cohesive communications, extend the campaign into new applications, and build on the creative investment over time.

Clear Guidelines to Bring It All to Life

Detailed brand guidelines provide a practical framework for activating the campaign with confidence. Guidance on the identity, color, imagery, signature brushstrokes, and their use across applications shows how the elements work together to create a consistent expression. By giving internal teams and creative partners a shared reference, the guidelines support efficient execution while allowing room for new ideas. They equip AKF to sustain the campaign’s character and quality as its content, partnerships, and reach evolve.

Ready to build a campaign that moves people?

Whether you’re raising awareness, changing perceptions, or inspiring action, the right campaign gives people a reason to pay attention and a clear next step. Contrast & Co. brings bold ideas, compelling messaging, and distinctive design together to connect with your audiences and advance your goals. Built to scale across channels and touchpoints, our campaigns give your team the tools to sustain momentum long after launch.