Non-profit Cure Cancer launches refreshed brand via Principals

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Non-profit Cure Cancer launches refreshed brand via Principals

Branding design agency Principals has refreshed the brand for non-profit Cure Cancer.


The charity is dedicated to funding the top one per cent of research focussed on tackling the disease; from emerging scientists whose bold ideas are breaking new ground.

Says Joanne de la Mare, head of marketing, Cure Cancer: “We believe we can find a cure if we bank on the one thing that’s always succeeded: human ingenuity. As a movement dedicated to brave thinking and kick-starting new ideas, we fund bright ideas across all cancers that are otherwise overlooked, and we are serious about maximising our impact to cure cancer.”

With bold ambitions, Cure Cancer recognised the need to attract a larger mass audience and to adapt and engage people in a way that was more relevant and authentic.

To help make this ambition a reality, the charity engaged Principals to refresh the overall brand strategy and narrative helping to capture and tell the story of Cure Cancer.

Principals reviewed the identity including the logo, colours, type, and photography and together with Cure Cancer, workshopped a variety of communication scenarios to showcase how a refreshed brand would come together.

The result is a bright and bold brand that channels infectious optimism and serious ambition.

Non-profit Cure Cancer launches refreshed brand via Principals

Says Martin Hopkins, creative director, Principals: “The brand helps to bring to life Cure Cancer’s new brand position. It’s bold, exciting and engaging as it captures the ambition of the organisation and the hope that permeates its work.”

Says de la Mare: “We are making our voice stronger, and more customer focussed so that we can reach and engage more donors across different communities. Principals has delivered a brand that will help us to achieve our important goals.”

The work was supported by the Principals Good Idea Foundation, which exists to help charities and non-profits with branding projects.

Says Nikki Kinloch, CEO, Cure Cancer: “This year, we’ve funded 13 ground-breaking cancer research projects across multiple cancer types, thanks to the generosity of our community, who have enabled us to bring these new ideas to life in record time. Next year, we have committed to increase our funding by an incredible 50 per cent.’

“To realise this, we have been investing in the support of pro-bono partnerships, technology, market research and brand. Every dollar in support of our growth has been allocated with careful consideration, to ensure the best use of our donations in the long term.”