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 and drive more progress for those affected by the disease, Breast Cancer Now and Breast Cancer Care merged in April 2019 to unite their efforts.

Together, the new charity formed by the merger is the UK’s first comprehensive breast cancer charity. The merged 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.”

On the 1 October, the charity launched the new brand and proposition that draws on the strengths of its legacy charities, whilst creating a strong brand for the future, to help maintain and grow its income and impact.

The new charity retains the Breast Cancer Now name to reflect the urgency needed to reach its 2050 vision, but also because it can encompass the wide-range of work the new charity now does – from research, campaigning and education, to information, support and services for patients, providing support for today and hope for the future.

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 – is used throughout the both the logo and brand 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.

The brand process included extensive and thorough engagement, insight & testing with patients, supporters and other stakeholders, to make sure the direction, final brand and proposition had the views and experiences of those affected by breast cancer at its heart.

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 with its ambition that by 2050, everyone diagnosed with breast cancer will live and be supported to live well, as well as in its fundraising efforts this October and beyond.