Brand identity for Breast Cancer Care
The problem
With so many cancer charities fighting for a place in the public’s consciousness, it’s crucial to have a brand that stands out from the crowd. Breast Cancer Care were keen to maximise their awareness and become digital-first, so they asked Kath to lead on a brand refresh.
The solution
The current brand didn’t have sufficient buy-in from the organisation – people didn’t believe it was a true representation of who they were. The result of that was that people in different departments were going off and doing their own thing which was damaging their brand cohesion.
To ensure success we immersed ourselves in the world of Breast Cancer Care, interviewing key stakeholders, visiting services and talking to people affected by breast cancer. Getting under the skin of the brand so we could define exactly the right brand strategy. Those insights allowed us to identify what wasn’t working - and what was - what we’d want to retain.
We had a new big idea “Unity” and our tone of voice was a ‘knowledgeable best friend’ – everything hung off that. We introduced a fresher and more vibrant colour palette that led with pink, as well as a modern typographic style, illustrations, icons and photography. The rebrand resulted in clearer rules for Breast Cancer Care’s design, user experience and tone of voice – not to mention real stand out in the charity space.
After the launch, we had complete buy-in from across the organisation and people saw the brand and said YES! that’s us - and the end result was Breast Cancer Care in Charity Brand Index rose from 26 to 17.
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• Brand strategy
• Tone of voice
• Design system
• Brand identity
• Digital brand guidelines
• Templates
• Refreshed materials for print and digital
• Training and brand embedment programme
“You’re an absolute genius and have worked total wonders with our brand, office and fundraising products. You’re without a doubt the best creative guru, designer, and facilitator that I’ve ever worked with. Your legacy [at Breast Cancer Care] will live on for years and years.”
– Andy Harris, Director of Income Generation at Shelter UK”
