Good rebrands Beatson Cancer Charity following merger of the Friends of the Beatson and the Beatson Oncology Centre Fund

By Gillian West | Social media manager



charity article

February 28, 2014 | 2 min read

Following the merger of the Friends of the Beatson and the Beatson Oncology Centre Fund design and branding agency Good was called upon to create the name, branding and identity for the charity which supports the work of the Beatson West of Scotland Cancer Centre.

The merger created a single charity with the aim of bringing together resources and generating greater sums for the Beastson’s valuable work.

Good worked with stakeholders to develop the Beatson Cancer Charity’s name and branding, as well as a launch campaign featuring real individuals associated with the centre and collateral.

The new logo is formed of the Beatson’s ‘B’ combined with a heart shape communicates the charity’s caring and compassionate nature. A warm yellow colour palette was used to convey feelings of optimism and friendship with a strong and bold black and white font reinforcing the new strapline ‘Determined to beat cancer’.

The nurses, radiographers, fundraisers and patients featured in the advertising star alongside a messages capturing their determination to beat cancer such as ‘be bold’, ‘be confident’, ‘be prepared’, ‘be inspired’, ‘be dedicated’ and ‘be caring’. Each poster ends with the powerful tagline: ‘Because I am’, or ‘Because we are’ depending on whether or not the poster is of a patient or someone working with the Beatson. A personal testimony of their experience is also shown in the ad.

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“The brand that Good has created is single-minded, with a strong central message and a bright, stand-out look that is impossible to ignore. It reflects perfectly the determination, focus and positivity that everyone involved with Beatson knows is needed to beat cancer,” said David Welch, chief executive, Beatson Cancer Charity.

Julie Murdoch, Good group account director, added: “The challenge to create something meaningful and sensitive, yet powerful and effective is central to charity branding and communication. We hope that our work for the Beatson Cancer Charity serves them, their supporters and patients well for many years.”

Good has also created a new site for the Beatson Cancer Charity, with on-site branding and collateral, and brand guidelines for use as the charity grows.

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Good is one of the most effective design agencies in the UK, winning six gold DBA Design Effectiveness Awards in the past six years.

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