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Cancer Research UK 2014 REBRAND 100 > best of awards

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Enterprise Rebrand
Country Base: UK
Industry/Sector/Keywords: Non Profits, Institutions, Research, Healthcare, Science, Healing, Wellness
Below: Before and After Images in Slide Show, Summary, Credits

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Cancer Research UK - www.rebrand.com/cancerresearch-images









Summary:


Industry Setting
Cancer Research UK (CRUK) is the largest charity of its kind, with 40,000 volunteers and 7,000 staff. It covers everything from raising funds and managing research to putting treatments in hospitals worldwide. Such breakthroughs have helped double cancer survival rates in 40 years. Despite this, Cancer Research UK’s funds were plateauing, leaving CRUK unable to take advantage of new technologies.

Challenge
CRUK faced several challenges:
• As it stood, the brand seemed distant and corporate
• Many people thought it was government-funded
• Many also thought it covered all cancer charities, meaning they lost out on some mistaken donations
There was a need to express consistently what the charity does, address what it stood for and how each supporter could be part of the cause.

Strategy
We took inspiration from the attitudes of cancer patients, who face each day with bravery, humor and determination, getting to know their cancer and learning to overcome it. This attitude is now reflected in the brand's "pioneering spirit." We helped CRUK unite the two human and scientific sides of the business under a single vision: to “bring forward the day when all cancers are cured.” We even gave their cause a name: the Collective Force. Instead of waiting for one-off events like Race for Life each year, any worker is encouraged to submit fundraising ideas anytime. The same goes for supporters: CRUK collates and rewards ideas from outside via social media.

Result
The refreshed brand launched in September 2012 with a brand campaign using the evolving “C”. It called the public to “Join the fight against cancers.” 30,000 joined them on Facebook in the first week alone. Pioneering partnerships like Click to Cure and Stand Up to Cancer (which raised £6m) have boosted their confidence. More people understand the breakthroughs CRUK makes, and the brand has been voted UK's 10th most beloved among 18-24 year olds.


Credits:


Client: Cancer Research UK - www.www.cancerresearchuk.org

Brand Strategists/Designers: Interbrand - www.interbrand.com

Creative Director: David Jenkinson
Design Director: Richard Hood
Senior Designer: Jenny Mangan
Head of Verbal Identity: Chris Davenport
Consultant Writer: Michael Quirke
Client Manager: Emma Morris
Analyst: Freddie Blackett

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