Breast Cancer Now is the UK’s first comprehensive breast cancer charity and funds about a third of all breast cancer research in the country. Steered by research and powered by care, Breast Cancer Now’s ambition is that, by 2050, everyone who develops breast cancer will live and be supported to live well. Wolff Olins helped the team recognize that bringing world-class research and care together gives the charity a unique perspective; a complete view of the disease and of people’s experience of it. From this, the design firm built the positioning: “The complete view. The whole way through.”
The visual identity reflects this idea of the complete view of individuals’ journeys. “The embrace” – which represents the joining together of research and care to support those affected by the disease – is used throughout the both the logo and branding, as well as being a frame for photography, evokes the experiences of people affected by breast cancer on the inside and the charity on the outside. In animation, as the imagery moves, it reveals different angles of people’s journeys and the charity’s work. The color palette – which draws on the legacy brands – and tone of voice are intended to be both bold and reassuring. A handwritten typeface gives the charity a more personal presence.