MACMILLAN CREATING A BRAND TRANSFORMATION WITH TRUE PURPOSE PLAY BRAND CHANGE FOR RELEVANCE AND IMPACT SIMPLE, YET POWERFUL AND INFLUENTIAL A VERSATILE IDENTITY The brand had organically shifted over the last ten years to reflect the changing organisation and support, and also had been created before today’s much changed digital mindset. The Macmillan team had needed to create many new templates, and with a tremendous volume of materials created, there was now a complex and inconsistent mix of logos and identity approaches across the organisation. The identity needed versatility, to work naturally and appropriately for different audiences and parts of the offer, from patient care to healthcare professionals to fundraising and beyond, and critically to work and add value across digital touchpoints. The result was a new design system approach to all parts of the identity, from voice, to the master brand logo, to colour, photography and graphic assets. With a new brand architecture and design system, we retained the important equities of the existing identity whilst adding freshness, broader relevance, standout and versatility. I LOVED WORKING WITH BECKY AND THE TEAM AT DRAGON ROUGE. THEY GAVE CLEAR DIRECTION, WE WERE SIDE BY SIDE AT EVERY STEP AND THEY INCORPORATED ALL OUR DAY-TO-DAY INSIGHT ABOUT WORKING ON THE MACMILLAN BRAND AND THE CHALLENGES WE FACE. IT WAS A TRULY COLLABORATIVE PROCESS WITH IDEAS, CREATIVE AND GUIDELINES SHIFTING SEAMLESSLY BETWEEN AGENCY AND INHOUSE TEAMS. 10 OUT OF 10, WOULD RECOMMEND! James Reekie Creative Consultant, Macmillan Cancer Support A POSITIVE IMPACT The result is a transformation in how Macmillan think, apply and talk about their role and the unique difference they make. The brand work has worked alongside changes in organisational strategy, designed to set the agenda for the next ten years, to make the most positive impact for the most people living with cancer possible. BRAND TRANSFORMATION The new identity creates a stronger, richer system for the brand to amplify its message and work well for more audiences, fit for the digital reality of today. Macmillan launched their new brand advertising campaign in January 2019, reflecting the brand strategy we developed. WE ARE VERY EXCITED TO LAUNCH OUR NEW BRAND PLATFORM AND WE’RE CONFIDENT THAT ‘WHATEVER CANCER THROWS YOUR WAY, WE’RE RIGHT THERE WITH YOU’ WILL SUCCESSFULLY FURTHER DEVELOP THE STRONG MACMILLAN BRAND. WE WILL BE BOLDER ABOUT EXPRESSING OUR DISSATISFACTION AT THE HAVOC THAT CANCER CAN WREAK IN PEOPLE’S LIVES, AND CLEARER ABOUT ALL THE WAYS WE CAN HELP. Kate Barker Director of Brand, Macmillan Cancer Support Like this work? Share it MEDIAWAN GREET COCA-COLA BCRG SPINNUP PERRIER PHILADELPHIA RIVES DE SEINE NTV7 PARIS SG MACMILLAN SOBIESKI TSINGTAO Hamburg +49 40 380 374 0 send an email London +44 207 262 4488 send an email New York +1 212 367 8800 send an email Paris +33 1 46 97 50 00 send an email São Paulo +55 11 2663 2630 send an email Shanghai +86 21 6433 2058 send an email Singapore +65 67 32 56 69 send an email Warsaw +48 22 651 84 20 send an email Oh, Cookies! By continuing your visit to this site, you accept the use of cookies to ensure the best possible navigation, make statistics and allow the sharing of content on social networks. I accept I refuse Know more