We had to create a brand that everyone would feel proud to be part of.
When Friends of the Beatson and Beatson Oncology Centre Fund merged to create a new cancer charity, they needed a new name and a new brand that would not only support the charity’s ambitions for growth, but also one that everyone – patients, families, staff and board members – could get behind and support.
Buy-in and support from internal and external stakeholders – from board members, to fundraisers, to patients and their families – would be critical to the new charity’s success.
The charity sector is hugely fragmented and one of the most confusing market places for consumers to navigate.
So we had to be very simple and clear in our brand execution and communication from the outset. That started with naming, for which we took a very ‘does what it says on the tin’ approach.
The new charity’s core values and personality drove every aspect of the brand identity – brand icon, language, graphic assets, colour palette. Adopting responsible design principles at this early stage ensured maximum flexibility for the wide range of materials that would be produced for launch and beyond.
The tangible and powerful sense of the organisation’s (and everyone who’s part of it) real determination to beat cancer is what drove the introduction of the strapline, which provided a good balance for the very simple, descriptive name.
The ‘Be’ of Beatson provided the springboard for an emotive, engaging and extremely flexible language platform. We told real stories from real people, from their own perspective – be it a doctor/nurse, patient, researcher or fundraiser.
“Good created a single-minded brand with a strong central message and a look that is impossible to ignore. It perfectly reflects the determination, focus and positivity of everyone involved with Beatson.
David Welch, Chief Executive, Beatson Cancer Charity.
The Beatson Cancer Charity surpassed its charitable income target by 60% in the first year after its launch and average online donations were 47% higher than the industry average.
Having just hit their third year anniversary, the charity announced it has raised more then £14 million which is to be spent in Scotland's leading cancer hospital.