The organisation has multiple strategic endeavours. Our task was to make them visibly part of the branding. Inviting conversation and further investigation. Warm up the brand and make it more appealing to many audiences. Keep people interested, keep them coming back, help them understand the offers.

An entirely new set of adaptive branding assets have been developed across multiple channels in a wide variety of creative applications.

Photography, Model making, Films, Computer graphics, Sculptures and Illustrations have all been created to turn each asset into a deeper and more useful device.

The six new designs reflect core themes of ‘WeWill beat cancer sooner’ and are part of an ongoing design endeavour.

Since the new brand work, the organisation received the highest brand engagement score ever achieved in it’s 113 year history.

Unprompted awareness of the brand is up 22% (Maintained yearly averages for spontaneous awareness and brand engagement despite an increase of £15.3m (22%) in ATL spending across the charity sector in 2014 (based on top 15 spenders))

2014 saw CRUK rated in the top 2 most top of mind charities (second only to Oxfam and over 10% higher than the next closest charity).

Brand associations have radically improved over the past year, moving from ‘generic’ to far more active language such as ‘dedication’, ‘ongoing work’, ‘breakthrough’ and ‘research for a cure’.

The identity now better explains the core strategic focuses. And is more effectively competing in new sectors for products and seasonal messaging.

Kate Eden, Head of Brand at Cancer Research UK, says ‘We’re delighted with this. It powerfully visualises the themes that drive our mission to beat cancer sooner. Our brand assets must continue to deliver our message in relevant new ways.’