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Penny Brohn UK, a cancer health and wellbeing charity, faced challenges in raising brand awareness and recognition, particularly among cold audiences. Their existing brand identity didn’t resonate with men, and only 8% of people surveyed recognised the charity by name. To address this, they embarked on a brand refresh with the goal of boosting brand loyalty and trust to ultimately increasing engagement.

Market research revealed significant interest in Penny Brohn UK’s services, with 56% of those with personal cancer experience considering seeking support from a cancer care charity, and 31% possibly considering it. However, their existing branding gave the impression of catering primarily to white, middle-class women, limiting their reach.

To address these challenges, a new brand and visual identity were developed, focusing on inclusivity and representing their diverse community. The new strategy positioned Penny Brohn UK as “Cancer Wellbeing Champions,” informing the visual identity.
The brand refresh extended to icons and illustrations representing nutrition, wellbeing, and exercise, simply communicating the support offered to cancer patients. Subtle typographic details allow for a more expressive tone of voice, while a vibrant color palette and font pairing conveyed empathy and empowerment.

The rollout of the brand began in August 2023, with the goal of reaching a broader audience, including those living with cancer and their supporters. The new brand aims to redefine what cancer care looks like and connect on a personal level with a diverse range of individuals.