Cancer Research UK are one of the UK’s largest charities. But, aside from fundraising, the UK public lacked awareness of the breadth of their role in working to beat cancer. We collaborated with them to educate and inspire supporters with a full brand identity refresh.
Solving this challenge required the creation of an articulate, clear brand proposition. “Pioneering our tomorrows” captures CRUK’s unparalleled strides in cancer research, whilst championing the charity’s inclusive, open nature and always future-focused objectives. The visual identity system captures the collective nature of CRUK’s mission and supporters, brought to life through the many ‘dots’ that make up the C logo.
The results of the rebrand speak for themselves. Cancer Research UK is now the world’s largest independent cancer charity, raising £635m over 2015/16 alone. To date, the visual identity continues to captivate and engage supporters across the UK, delivering on the mission to ‘Pioneer our tomorrows’.