Problem?

It's always easier to focus on the problem than the solution. And cancer is a big problem. Maybe the biggest.

When conversations in the sector often centred on despair, fear or anger, Cure Cancer wanted to tell a story of possibility. To inspire belief in a future without cancer.

Solution?

Build a narrative around possibility.

I helped shape a bold new brand narrative built on one simple idea: every breakthrough begins with asking What if?

Because it's only by believing in possibility that groundbreaking new research can find the support it needs. A story that celebrated curiosity, ingenuity and the researchers brave enough to pursue ideas others might overlook.

Result?

An award-winning brand that helped create a more emotional and engaging connection between Cure Cancer, its supporters and its mission.

Read the full Principals case study

• Transform Awards (2023)
  Silver – Best Visual Identity in the Charity, NGO or
  NFP Sector
  Silver – Best Creative Strategy

• Rebrand Awards (2024): Distinction