With the number of Australians living with or beyond cancer expected to increase by a staggering 72% in the next 22 years, driving awareness of Cancer Council and their vital services will become more important than ever before.
SomeOne has been working with them to develop and build a brand that can do just that.
2018 — Transform Awards (Asia Pacific): Best visual identity for a charity
Cancer Council is the only Australian charity working across every area of every cancer; from research to prevention to support. From the point of diagnosis through to treatment and survivorship. But research told us there’s a lack of understanding for the work that they do, so the challenge was to drive brand awareness, change perceptions, and build tools to help share what Cancer Council do with those who need them most.
With the brand modernisation, a flexible identity system comes into play. A BrandWorld strategically designed to build on their legacy and most recognised brand assets, while introducing new elements that can deliver stronger coherency and drive greater awareness of their vital services.
A brand that’s designed to better communicate and connect with people. Becoming more accessible, useful and effective. Every aspect of the new system is designed to be deployed across multiple channels, extensive application and to a diverse audience.
Cancer Council needs a brand that can adapt to suit the varying needs and challenges at every level of the organisation — whether that’s looking to give compassionate support to someone affected by cancer or delivering one of Australia’s biggest national fundraising events. The BrandWorld approach gives them the tools to do exactly that.
The daffodil is a symbol of hope for so many. We’ve built on this; recrafted it to be more distinctive and engaging across all channels. It informs an ownable and coherent theme that frames content, calls-out important information, and acts as a defining system throughout all communications.
The brand features a modernised, fresh and vibrant colour palette that’s useful across all activities. And a crafted range of iconography — designed to be unique, add character and be scalable with added levels of detail in various formats.
A Digital Home
Cloudlines is the new home for the Cancer Council BrandWorld — an intuitive digital platform that replaces PDF guidelines. Providing instant access (shareable access for partners too) with downloadable assets, the latest up-to-date content an removing all previous complexities around the circulation of the brand.
With Cloudlines, we can offer a bespoke solution that allows every state of Cancer Council to easily access everything they need on a daily basis.
Working alongside Cancer Council as Brand Guardians, the new BrandWorld is now being extended throughout the entire organisation.
The partnership will see us help to build the brand across retail, fundraising, publications, prevention services, and hopefully much more to come.