Breast Cancer Care were looking to reposition themselves as a more empowering and enabling organisation, as supposed to being solely a benevolent caregiver. A key way to achieving this was to elevate them out of the ubiquitous pink used within the breast cancer charity sector. The introduction of orange added an energy to the brand that reflected their new core values.
As well as the new logo, I created the typeface and secondary graphic assets that derived from the logo. A complete set of brand guidelines were also created. This was used across all printed materials and digital environments.