When Leukaemia UK (a care charity with four decades of experience) merged with Leuka (the leukaemia research charity), they needed a new brand that could retain both groups of established supporters and also differentiate them from other blood cancer charities.
We worked as an extension of the brand and marketing team to define a clear defendable territory that could unite the two organisations, build on their new organisational strategy, and clearly define their brand in the sector.
The brand is focused around a clear vision and mission: to find and fund the life-changing research that matters most to people affected by leukaemia. From this, we developed a visual and verbal identity that captures what it takes to develop research that changes lives.
Behind every break-through there’s a researcher, a spark of inspiration and a relentless determination. And every element of the brand is designed to reflect that.
The hand-drawn highlights capture experts at work; the underlining of a phrase that triggers an idea, a circle around an anomaly. It’s meticulous yet human.
People are at the heart of this brand at every point; the tone of voice and imagery convey the impact research has on people’s lives.
We’ve continued working closely with the team at Leukaemia UK since developing the new brand. We’ve delivered an extensive suite of comms and hosted immersion workshops for their comms team and in-house writers.