Macmillan Cancer Support Brand Case Study

Macmillan Cancer Support offers NGOs and charities a unique example of how to build a community-driven, dynamic brand.

This hundred-year-old organization reinvented its brand to double its impact and increase its fundraising by tens of millions of pounds.

The case study was created in collaboration with the in-house head of brand at MacMillan.

The 17-page case study contains:

• the backstory for the big Macmillan rebrand: facing its reputational issues and a changing fundraising landscape
• an analysis of the anatomy of the brand
• the brand framework mapped out on the brand thinking canvas #1 and #2
• the brand core: purpose, mission, vision, values, brand promises
• visual identity: logo, color palette, typography, photography and illustration
• verbal identity: tone of voice and messaging
• brand interactions: how the brand purpose is translated to the product, unique experiences, events, communications, partnerships, people and technology