Breast Cancer Now, a new UK charity created from April’s merger of Breast Cancer Campaign and Breakthrough Breast Cancer, has launched this week with branding developed by The Clearing.

The London-based brand consultancy says it worked closely with stakeholders from both legacy charities to develop Breast Cancer Now’s brand positioning, name, visual identity and tone of voice.

“The charity’s name conveys the urgency required to stop women in the UK dying from breast cancer, with its mark representing the endeavour, dedication and hearts of the supporters and researchers behind the charity’s life-saving work,” say the designers.

The brand has been created so that it can easily be used by the charity’s supporters, the scientists it works with and its corporate partners, including retailers Asda, Marks & Spencer and Debenhams.

“Our challenge was to develop the first major new charity brand of the 21st century in the UK. We needed to capture the bold ambition of the charity and its stakeholders in a new way, embracing the ‘open source’ and collaborative way in which the organisation works,” adds Jonathan Hubbard, creative director at The Clearing.

Also accompanying the launch is an ad campaign dubbed “The Last One”, which has been developed by London-based agency Rainey Kelly Campbell Roalfe/Y&R.

The Clearing
www.theclearing.co.uk