Breast Cancer Now
Providing support for today, and hope for the future
Breast Cancer is the most common cancer in the UK, with 1 in 7 developing it in their lifetime. A lot of progress has been made, but it still takes the lives of 11,500 women and 80 men every year. To tackle the disease faster Breast Cancer Now and Breast Cancer Care merged to unite their efforts.
Together, the new charity formed by the merger is the UK’s first comprehensive breast cancer charity. The charity needed a new brand to unify the two heritage charities and raise the money needed to reach its vision: by 2050 everyone diagnosed with breast cancer will live and be supported to live well.
We helped the charity define its new proposition, name, identity and tone of voice.
A complete view
We helped the team recognise that bringing world-class research and care together gave the charity a unique perspective; a complete view of the disease and of people’s experience of it. So, the charity can improve outcomes and offer more personalised approaches, through world class research and life-changing support. We built the proposition from this: “The complete view. The whole way through.”
The identity reflects this idea of the complete view of individuals’ journeys. ‘The embrace’ – which represents the joining together of research and care to support those affected by the disease – it’s used throughout the identity, as well as being a frame for photography, showing the experiences of people affected by breast cancer on the inside, and the charity on the outside. As it moves, it reveals different angles of people’s journeys and the charity’s work. The colour palette – which again draws on the legacy brands - and tone of voice is designed to have stretch to be both bold and reassuring. The colour palette demands stand-out compared to the sector’s ‘pink fog’ – and also includes a purple shade to help represent the serious nature of breast cancer, including secondary breast cancer. We also developed a handwritten typeface to give the charity a more personal presence.
Going the whole way
The brand launched at the start of October 2019, in time for Breast Cancer Awareness month – and we wish the new charity the very best of luck in its fundraising efforts.
