The 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 – it’s used throughout the identity, as well as being a frame for photography, showing the experiences of people affected by breast cancer on the inside, and the charity on the outside. As it moves, it reveals different angles of people’s journeys and the charity’s work. The colour palette – which again draws on the legacy brands - and tone of voice is designed to have stretch to be both bold and reassuring. The colour palette demands stand-out compared to the sector’s ‘pink fog’ – and also includes a purple shade to help represent the serious nature of breast cancer, including secondary breast cancer. We also developed a handwritten typeface to give the charity a more personal presence.
The brand launched at the start of October 2019, in time for Breast Cancer Awareness month.