The Brand Macmillan Cancer Support is the UK’s best loved and most recognisable charity.

The Brief Bring the brand into the digital age. Deliver toolkits and collateral across channels and audience groups.

My Role I created expressive illustrations, flexible templates and systems for several products to carry the brand forward for a range of audiences – both give, get and professionals. I worked with a small team to bring the custom headline font to work better on screen. We also collaborated to create a colour system and visuals for our website that are more engaging, and purpose driven.

A simple thing that makes a big difference In line with a commitment to sustainability and also in an effort to reduce costs, I found ways to reduce waste in creative ways. By creating stickers for coin collection tins (you’d see them at the tills at Boots) and collection buckets rather than producing brand new ones, it has prevented 17,141 new tins and buckets from needing to be produced.

The pay off This design transformation was successful in moving the brand forward, while remaining instantly recognisable as Macmillan Cancer Support. In 2019, Macmillan raised £229 million which resulted in support for 8.3 million people across all services – either from a Macmillan nurse on their cancer journey or simply a phone call offering emotional or financial support.

Deliverables Identity Guidelines, Brand Messaging, Illustration, Print, Digital, Social Media.