Following a period of apathy triggered by a perceived underachievement of the client’s oncology team, 'Sharing Courage in Cancer' represented a fresh strategic direction for the franchise.

Every insight that informed the brand strategy and subsequent brand identity came from in-depth interviews, key meetings and workshops with key stakeholders. This involvement gave the team a sense of ownership and helped reinvigorate their sense of belonging and collaborative team culture.

The new brand mark, an evolution of the previous identity, was based on the ‘Sharing Courage in Cancer’ territory tested in the research phase of the project. The brand expression was denoted by five speech bubbles, each representing either the oncology franchise, the team, HCPs, carers and loved ones and cancer patients – the key groups involved in the campaign. The overlapping and intersecting of the shapes was an expression of the groups coming together to share knowledge, experience, stories and courage.