Macmillan Cancer Support - Reaching out to help people live with cancer

The rebrand of Macmillan required defining the organisation's ambition, creating the brand idea to deliver that ambition, the personality and tone of voice to help change perceptions, changing the name to clarify its new role, creating a visual expression to give the brand cut through and reduce fear of talking about cancer and designing many communications materials.

Macmillan Cancer Support – Reaching out to help people live with cancer

Corporate / Brand identity Design and implementation costs over £100,000Wolff Olins

EXECUTIVE SUMMARY

Wolff Olin's rebrand of Macmillan included:

  • defining the organisation's ambition

  • creating the brand idea to deliver that ambition

  • the personality and tone of voice to help change perceptions

  • changing the name to clarify its new role

  • creating a visual expression to give the brand cut through and reduce fear of talking about cancer

  • designing many communications materials

Since launch in April 2006, the new Macmillan brand has surpassed expectations in the key areas...

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