From doubling UK cancer survival rates to helping prove the link between tobacco and cancer, Cancer Research UK (CRUK) has been helping beat more than 200 types of cancer for 120 years. And while its purpose is widely-known, the scientific advances it makes every day – and the positive impact these have on those living with cancer – are perhaps less well-understood.
For this reason – as well as growing public interest in science following the COVID pandemic – the team decided to evolve the CRUK brand in 2023. The updated brand needed to highlight the profound impact of CRUK’s ground-breaking research and spotlight its role in helping people live longer, better lives.
Following this evolution, CRUK was looking for a strategic design partner to bring its brand to life across key touchpoints for different audiences: people with cancer, their friends and families, volunteers, philanthropists, employees, supporters and researchers. In doing so, it hoped to encourage individuals to continue or start donating, fundraising, volunteering, pledging and partnering. This was about amplifying CRUK’s impact through purposeful brand activation – and spotlighting science and humanity in the process.
01. Image and footage library
02. Brand manifesto film