Rebrand for children's cancer charity

Following the merger of the Children’s Cancer and Leukaemia Group (CCLG) and Teenagers and Young Adults with Cancer (TYAC), the charity needed a new brand to unify both organisations under a single, strong visual and verbal identity.

They are a charity that brings the childhood cancer community together, so their new branding would need to speak to multiple audiences: medical professionals, fundraisers and supporters, and the families of children and young people with cancer.

Our approach.

We took inspiration from CCLG’s role as the ‘connector’ – they link members, networks, staff, specialists, patients, families, and supporters, to improve treatments, provide better care and seek cures for childhood cancer. They are at the heart of those connections, where the breakthroughs are happening.

We designed a new logo that represents this connection, with rounded shapes that change colours where they come together, and CCLG in the centre. We chose the teal colour from their old branding for this central overlap area, as it retains a link to CCLG’s heritage.

From there, we developed the supporting brand identity, choosing a colour palette to complement the teal and offer a broad range of ways that it could be applied across the distinct audiences:

Professionals

Documents aimed at governments, researchers or doctors – like the Strategic Plan – use the colours from the primary palette. The designs are clean and structured, putting the focus on the content. This audience category has the most pared-back version of the branding, to give the materials an authoritative look, without losing the authentic CCLG feel.

Families

Communications aimed at families of children affected by cancer are warmer-toned than those aimed at professionals, through the use of more colours from the secondary colour palette. Illustrations are added to some of the documents for this audience, to bring the content to life and interact with the overlapping brand shapes.

Sadly, there are materials in this category that cover topics like bereavement. For sensitive topics, tints of the colours are used to bring a more appropriate tone.

Supporters

We gave materials like the Fundraising Guide a dynamic feel across their page layouts, through the more creative use of the brand shapes. While the CCLG brand teal is still central, communications aimed at the fundraising audience feature the purple and mint colours more prominently.

As part of the brand development, we created a suite of example materials for each audience. These formed the basis of the Brand Guidelines, so anyone coming to design materials in future has a set of examples showcasing the variety and establishing the rules of the brand.

The outcome.

The new CCLG branding honours their heritage, while reflecting their bold, dynamic, ambitious and collaborative nature. It represents their vital role in creating better futures for children and young people with cancer. The charity says they are powered by three words: Expertise. Progress. Community. We made sure those values shone through in the visual identity we designed, and ensured that the brand could be appropriately applied for the distinct groups that CCLG communicate with.