Cancer Research UK is undergoing a complete brand overhaul, building everything from scratch to re-invent how the public perceive the organisation.
The logo and marketing style are getting a rebrand, as Cancer Research responds to market research that they appear too detached and bland.
This complete refresh is hoped to create a warmer public image with greater certainty attached to it.
The charity and events closely associated with it such as Race for Life are highly emotional for the public who participate, meaning that this rebrand had to be developed sensitively and to reflect the people involved.
The tagline “together we can beat cancer” is being changed to “our progress is your progress”, tying in with the confidence element of the rebrand.
More than just an exercise in remarketing a large organisation, this shows how to properly build a brand campaign out of the needs of the organisation through research into the public and understanding how they’ll respond.
The new designs will be deployed this September, followed by a gradual rebranding of more than 500 Cancer Research shops across the UK.