Compassionate warriors

To help drive donations and support for Macmillan, while showcasing the true breadth and dynamism of the support that they offer, Team ITG developed a new brand identity – one that really brought to life the gutsy strength and vibrant energy of this incredible charity, but also remained recognisable to their core audience.

From colour palette and typography to comms layouts, photography, video and even animation, we worked alongside our partners at Macmillan to develop comprehensive brand guidelines that will help ensure the new identity is applied consistently and effectively across the board. Their new ‘compassionate warrior’ brand personality was embodied by our revamp of Macmillan’s TOV and visual style, adopting a more visceral approach that didn’t shy away from the often brutal reality of the cancer journey. We highlighted the important, highly proactive role that Macmillan and their amazing healthcare professionals play in the lives of people living with cancer, as well as those close to them coping with the impact of the disease.