Complex topics conveyed in an engaging and relatable manner 

evoq focuses on the questions and obstacles faced by the target group and addresses these challenges with an innovative narrative strategy. The two fictional protagonists, Bernhard and Sarah, accompany readers and provide them with advice and support. This approach creates an immediate sense of closeness through the personal thoughts and experiences of the two protagonists and makes it easier to address the often-repressed aspects of estate planning. 

Independence and recognizability as a design benchmark 

Early on the project, the requirement for the format to be independent was formulated in dialogue with the Swiss Cancer League. The new guide was to stand out from the extensive range of publications produced by the non-profit organization while at the same time strengthening the Cancer League's reputation as a competent source of information. 

The design concept therefore focuses on simplicity, clarity and empathy. Combined with the brand color orange, the unique design attracts attention and ensures recognizability. The generous, natural images and the concise typography of the central statements provide the necessary lightness and invite readers to browse. 
 

Everyday information with a strong practical focus 

Thanks to the modular structure based on the most important questions about inheritance, readers can jump into the will guide anywhere depending on their personal interests and learn about specific aspects of estate planning. 

The two protagonists address 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. 

Needs-based information transfer shows its effect

With the new will guide, evoq underscores its design expertise. The guide impressively demonstrates that good editorial design can convey even highly emotional topics in a pleasant and informative way. 

The content and visual design are always geared toward the needs and emotional experiences of the readership and offer support exactly where it is most needed. This is also confirmed by the initial download figures. In the first three months, the publication was ordered over 500 times.