While working for Cancer Research UK, I was tasked with working on a brand refresh for The Flame of Hope awards. They are Cancer Research UK’s annual awards that celebrate the achievements of their most outstanding and inspiring volunteers. The awards mean a lot to the thousands of people throughout the UK who volunteer their time to help fund life-saving research.
THE RESEARCH
The work started with an analysis of what the awards mean and how the refresh could be an opportunity to better align the brand with the values the awards are celebrating.
Alternative routes
I ended up coming up with three different routes. The first two were stretching the brand more, but the client decided to go for the one that had the most continuity with the previous brand.
route 1
route 2
THE SIGNIFIER
Central in the brand refresh, the signifier needed an update. It needed to show a clear throughline with the previous one, which meant a lot to the volunteers, but wasn’t in line with the CRUK brand. The new one needed to be able to stand alongside the old one in certificates, trophies and more.
DIGITAL MATERIAL
Although the event needed mostly physical material, the launch relied mostly on digital media. A set of toolkits was created to inform CRUK employees on how to nominate someone for the awards and what the categories are.
PHYSICAL MATERIAL
The event needed a new design for invitations, programmes, certificates, trophies and more.
