FARE
Giving the largest food allergy community in the world a way to show up together.
Food allergy affects millions of people across the United States, but for most of them, it’s isolating. Food Allergy Research & Education (FARE) exists to change that; they have the reach, the research, and the relationships to move the needle. They needed a visual language and campaign infrastructure to bring individuals together into an activated movement.
Sector
Health & Science
Services
Campaign development
Brand extension
Print, social & broadcast
The Problem
What we found was a brand that couldn’t yet hold the weight of the community it represented.
FARE came to Macroscopic for PSA strategy and production. The brand was established but inconsistent. Developed enough to anchor an organization, but not flexible or expressive enough to stretch across the full range of what FARE does: awareness campaigns, patient empowerment, legislative advocacy, community events.
Each campaign was its own island. There was no shared visual language that a patient, a caregiver, a policymaker, or a supporter could recognize as theirs.
For a community that already struggles to be taken seriously in public spaces, a fragmented brand wasn’t just an aesthetic problem. It was a missed opportunity to create the sense of collective identity that turns awareness into action.
The Bigger Pattern
The food allergy community already existed. What it lacked was a shared visual language, a set of stories powerful enough to demand attention, and infrastructure to turn individual experience into collective advocacy. When a community can finally see itself in the brand and in the stories being told about people like them, something shifts. Awareness becomes identity. Identity becomes movement.
Creating unity out of fragmentation
Brand Extension & Visual Identity System
Working collaboratively with FARE’s team, we identified early that the PSA work would only go so far without a cohesive brand foundation underneath it. We developed a modular iconography system and an expanded color palette — designed not just for organizational consistency, but for community participation.
The visual language was built to be inclusive and flexible: something people could engage with, share, and use to show how they show up for food allergy advocacy. The icons became a living part of FARE, transforming a brand asset into a signal of belonging.
PSA Campaigns & Broadcast Content
We developed six PSA campaigns targeting patients and caregivers — centered on raising awareness about new life-changing treatments and empowering people to advocate for themselves within a healthcare system that has historically required them to fight for recognition. Campaigns ran across print, social, and broadcast, reaching millions of people across channels.
Short-form Documentary
The most significant single piece of work was a short-form documentary on the legislative effort to make food allergy bullying a punishable offense. Children with severe allergy are targeted by peers who weaponize their allergens; a reality compounded by the absence of national mandates on food allergy incident reporting, which have contributed to preventable deaths.
The documentary told those stories to illuminate what becomes possible when a community finds its voice and brings it to the people with the power to act.
What it’s unlocked
- Award-winning creative across PSA and documentary categories
- Legislative momentum around food allergy bullying protections and reporting mandates
- National reach across print, social, and broadcast campaigns
- A community identity system adopted at FARE’s annual event and beyond
