After many years of doing campaigns for California Tobacco Control Program, helping successfully fight the tobacco industry, they asked Duncan Channon to create a brand for them. This consisted of a renaming (UNDO), a comprehensive set of brand standards, a photography library of real Californians, and original illustrations. 

The UNDO brand is one that is meant to cut out the noise, be direct and powerfully strong in its simplicity of a mainly black and white world (with other colors used sparingly). It is a place where facts and information are the driving force. The docu-style photography adds some nice warmth, with real human moments. The illustrations are a counter to that — conceptualizing the tobacco industry and its harm and deception. 

Creating the UNDO brand meant thinking beyond the identity itself. We had to anticipate the many campaigns that would follow, potentially each with a look of their own — and design a brand that could adapt and live seamlessly in those spaces as well.

Role: Senior Designer / Creative Directors: Anne-Elisco-Lemme and Michael Lemme / Co-designer: Darlene Gibson / Illustration: Mike McQuade / Photography: Oriana Koren