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Structure Reveals New Brand Identity for Cancer Central

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Brand identity offers a connected information experience

Structure Reveals New Brand Identity for Cancer Central

Social enterprise support Cancer Central has launched its new brand identity created by Design by Structure.

Cancer Central was founded in 2018 by Avril Chester following her own battle with the disease. She describes it as a ‘cominovation’ platform: a hub where community and innovation gather to help cancer patients and their carers.

The new creative work includes a brand identity, a website look & feel, and brand guidelines.

The identity is based on a ‘guiding you’ creative proposition, supporting the social enterprise’s key messaging. The site was designed to guide people to information pertinent to the stage they are at in their illness, offering support for practical issues and services such as local societies or taxi hire to deeply personal ones such as finance, hats or wigs.

Speaking about the work, Avril Chester, founder & CEO, said: "I absolutely love what Design by Structure has created. The process was incredibly engaging, and the team brilliantly translated the vision. I will never forget the WOW moment when they shared the words, 'guiding you'. After years of trying to explain the concept, there it was in two words. Remarkable"

The brandmark is a looping heart shape, which invokes love and support. Structure created a flowing ‘super graphic’ (echoing the brandmark) which is used as a connecting device to link the brand across different applications and channels. This is supported by a portfolio of icons designed in a similar flowing style, which are used across all channels – collateral, website, merchandise etc.

The creative solution is a human approach, being sensitive to the content and reason for visiting the website. The colour pallet is made up of gentle ‘quiet’ colours, soft and friendly, to bring a sense of calm to the user experience. 

John Galpin, co-founder Design by Structure, said: “It’s important to be able to support founders like Avril who bring meaningful change to people’s lives. Avril used her own personal experience with the difficulties of looking for support during her fight with cancer as a launchpad to help others. Cancer Central connects people and their families with the vital services they need during their darkest hours. We took inspiration from Avril’s passion to bring her vision and brand to life.”

Cancer Central, helping people affected by cancer to find the support and information they need, won the Digital Leaders HealthTech innovation award in 2019.

Cancer central is powered by a healthtech chatbot, Ask Ave, a virtual assistant that learns as it interacts with people.

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Structure, Thu, 29 Apr 2021 13:38:12 GMT