Cure Apparel is an independent clothing brand that focuses on raising awareness and support for diabetes research. Created by Kelly Kiernan after he was diagnosed with Type 1 Diabetes, his intention was to use the clothing as a means to connect with young people who appreciate art, music, and activism. He approached Go Media in early 2010 to develop the entire brand identity for Cure Apparel, including the designs for the first run of shirts to be released in March of 2010.

Kelly wanted each shirt in the line to incorporate an aspect of life with diabetes. We took his concept and created a variety of t-shirt designs that included an illustration of the feelings that living with diabetes can evoke. The rest were based off the identity we developed for the brand and symbolized the disease’s relationship to blood glucose monitoring and insulin injections without being overtly gory.

Kelly was ecstatic with the initial designs. We were able to translate his vision for the shirts on time and under budget. During the design process, we created concepts and imagery that could be reused in other parts of the brand, such as packaging, stickers, buttons and future tee designs.