Kids Cancer Centre (KCC) wants a world where kids can just be kids, free from cancer. Now, it’s rallying donors around that goal through a new, inspiring brand.

KCC is Australia’s largest children’s cancer centre that researches and treats kids’ cancer under one roof. But its brand was outdated. It poorly communicated the cutting-edge work it was doing, impacting its ability to raise funds and support.

KCC approached our brand agency with a fundraising brief, but we saw a greater opportunity: to rebrand the KCC in order to present it accurately as the extraordinary centre it is, with a team that puts the care and cure of children first. We saw a need to show that supporting KCC will create better outcomes for kids because it performs both research and treatment, enabling it to deliver care faster.

There is a general a lack of understanding of the urgent need to support childhood cancer care, research and the pursuit of a cure. While people are generally aware of kids’ cancers, they’re largely unfamiliar with the depths of children’s experiences, the disparities in survival rates among different paediatric cancers, the difficulties kids go through and the lifelong impacts on them.

Our agency took a deep dive into understanding what made KCC different. Through interviews, research and analysis, we discovered a culture of innovation and excellence, collaboration across a wide variety of disciplines and working passionately towards a common goal: to put children first so they can focus on getting back to just being kids – not kids with cancer.

These core findings influenced every decision made to create a brand that authentically reflected the KCC and the positive impact it has on children with cancer.

KCC’s differentiator is its culture, approach and standard of excellence. To bring this to the fore, we created imagery showing children’s personalities, focusing on who they are, rather than their cancer. The logo with a bee, conveys KCC’s work style: united and fastidious. To highlight KCC’s mission we used poetry, statements and a manifesto culminating with the line, ‘Together we cure’.

The new brand represents a revolution in thinking, style and presentation, resulting in greater engagement, mobilising support for KCC’s pursuit of a cure for kids’ cancer.

Visually and verbally, it’s a game changing approach for the kids’ cancer space in Australia whilst demonstrating how the KCC is leading the search for a cure.

The charity sector for kids with cancer is one of Australia’s most diverse. It’s also one of the most crowded and competitive. Through rigorous research and a robust strategy, we made sure KCC’s new brand cut through the noise and rose above the competition. Ultimately, this transformation has increased KCC’s brand awareness and strengthened its capabilities to seek funding and support and better competing in Australia’s crowded kids’ cancer space.