Macmillan Website Header 2

Changing perceptions

Revitalising a legacy brand

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.


relatable and meaningful

Full guidelines

created for new identity

New video

footage to tell the brand story


comms layouts to highlight imagery and TOV

“From day one, Team ITG have brought clarity, creativity, and confidence to the project. They helped us to navigate through the complexities of a large organisation. The new identity and guidelines are a success and we have a great ongoing relationship, continuing to work through our brand challenges.”

Ellen Elsby & James Reekie, Macmillan Senior Brand Managers

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