Pancreatic Cancer UK has worked with purpose-driven agency GOOD to launch a new brand and identity, to garner more awareness of the disease as well as funding and support for its work.
The pair collaborated to develop the ‘more than hope’ brand idea, feeding into the organisation’s goal of improving survival rates for the disease. Currently, five-year survival rates are under 7%, while over half of people diagnosed with pancreatic cancer in the UK still die within three months of their diagnosis.
The new design approach draws on the publishing world, to create a distinctive font and move away from the unrecognisable CUK symbol. The new look instead places emphasis on a rounded serif pancreatic wordmark, with an oval P symbol.
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Infographic material provides information about identifying symptoms, while the tone of voice is upper case mirroring the style of headlines.
“In line with the design, our tone of voice is bold, galvanizing and empathetic. It’s courageous in its honestly but also its sense of optimism. It empowers people with solutions and ways to help. And it puts people affected by pancreatic cancer at its heart,” said GOOD associate creative director Isobel Boyce.
She continued: “Pancreatic cancer has flown under the radar for too long. Through this rebrand, our intention is that it will be unignorable. And people will get the change they urgently need.”
“It’s very exciting to build a brand that brings action and optimism to such a devastating problem.”
GOOD associate creative director Peter Snell added: “For too long, this disease, and the charity’s brand, has been too easy to ignore. Recent headlines tell us cancer survival rates are on the rise. But for people diagnosed with pancreatic cancer, survival rates are less than 7%.”
Pancreatic Cancer UK CEO Diana Jupp said working with GOOD Agency on the rebrand has helped the charity: “find the bolder voice we need to reach more people in need of our support, help us fund more vital research, and deliver the clear message that people affected by this devastating disease are done playing catch up.”
