
The Pursuit of Perfection
The Pursuit of Perfection
Pursuing Greatness
Pushing Boundaries
How does a tech firm become a force for good in luxury fashion?
A new age of discovery
Survival of the fittest
Realising Potential
Bring music to life
The DNA of Winning
Fresh thinking
How do you revive the stories of the past to serve a modern British classic?
Inspiring a lifelong love of reading
How can low-cost translate into high engagement?
The new way to shop from magazines
How do you stop women dying of breast cancer?
Always pleased to see you
How do you really feed the world?
A new helicopter saving the lives of Londoners
As the UK’s two major charities dedicated solely to breast cancer research, Breakthrough Breast Cancer and Breast Cancer Campaign both made enormous progress. When they decided to further their achievements by merging, The Clearing was tasked with building a new brand supported by all existing stakeholders and powerful enough to hold its own on the national stage.
Stakeholder interviews revealed both charities had a shared purpose: to stop women dying from breast cancer. We put this right at the heart of the new brand, setting the year 2050 as a target and focal point for communications. As a driving force it creates a positive urgency that’s diffused through every element of the new visual and verbal identity.
Pink and breast cancer are almost synonymous. As a new leader in the field, the charity had to make it their own. The result is a premium, wearable shade with significant commercial potential.
Unification required consensus: the new brand is collaborative, bringing together everyone affected by the disease as a collective source of good. From the ‘open-source’ approach to headline messaging to the customisable symbol, we have created a brand that stakeholders can truly own. One that stands clear in a homogenised market, leaving them space to achieve their vision of giving women everywhere more time to live.