Oncology Children's Foundation changes name to The Kids' Cancer Project part of new brand and identity created by Sydney agency Core
Oncology Children's Foundation has changed its name to The Kids' Cancer Project part of new brand and identity to empower a movement via Core, Sydney.With more than 10,000 charities in Australia, and all worthy of support, the challenge for the Oncology Children's Foundation was to grow an active donor base, and enlist those supporters to spread the word.
Following a rigorous six months of research, a common theme emerged -
"No one knows what we do or why it's important" (Peter Nielsen, CEO).
Simply - nobody understood what oncology meant, unless the devastating effects of cancer had unfortunately touched them.
And if Australians could not understand what the charity does, then they would never receive the support needed and ultimately achieve their mission to cure kids cancer.
The new name clearly articulates their single important mission, and importantly rallies their employees around it. A mission Core believes is achievable and Core need only to look back at history to see that this is possible - in just 50 years, medical research has increased survival rates from two percent to 80 percent.
The new identity takes the brand from one that relied on leveraging the negative of cancer, to a positive, optimistic and future focused space. The molecular design communicates the charity's belief in science as the answer and is also an interpretation of how it brings together the best research brains from around the world to become part of its project teams.
The new brand and design permeates every level of the organisation harnessing passion, drive and professionalism to open new doors (including a corporate sponsorship from one of the largest pharmaceutical companies in the world) edging the charity closer to cracking their ambitious project.
The new brand was recently launched by the Federal Minister for Health Tanya Plibersek at their new offices.
Agency: Core
Creative Directors: Christian Finucane / Jon Skinner
Designer: Anthony Jones
Art Director: Christian Finucane
Copywriter: Jon Skinner
Head of Strategy: Justin Gurney
Managing Partner: Duncan Wakes - Miller
Client: Peter Nielsen, The Kids' Cancer Project
"No one knows what we do or why it's important" (Peter Nielsen, CEO).
Simply - nobody understood what oncology meant, unless the devastating effects of cancer had unfortunately touched them.
And if Australians could not understand what the charity does, then they would never receive the support needed and ultimately achieve their mission to cure kids cancer.
The new name clearly articulates their single important mission, and importantly rallies their employees around it. A mission Core believes is achievable and Core need only to look back at history to see that this is possible - in just 50 years, medical research has increased survival rates from two percent to 80 percent.
The new identity takes the brand from one that relied on leveraging the negative of cancer, to a positive, optimistic and future focused space. The molecular design communicates the charity's belief in science as the answer and is also an interpretation of how it brings together the best research brains from around the world to become part of its project teams.
The new brand and design permeates every level of the organisation harnessing passion, drive and professionalism to open new doors (including a corporate sponsorship from one of the largest pharmaceutical companies in the world) edging the charity closer to cracking their ambitious project.
The new brand was recently launched by the Federal Minister for Health Tanya Plibersek at their new offices.
Agency: Core
Creative Directors: Christian Finucane / Jon Skinner
Designer: Anthony Jones
Art Director: Christian Finucane
Copywriter: Jon Skinner
Head of Strategy: Justin Gurney
Managing Partner: Duncan Wakes - Miller
Client: Peter Nielsen, The Kids' Cancer Project
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