Breast Cancer Campaign and Breakthrough Breast Cancer have appointed The Clearing to create the brand of the largest dedicated breast cancer charity in the UK, which they will become once their merger is complete in Spring 2015.
Following a competitive four-way pitch, the London-based brand consultancy was awarded the contract after demonstrating a solid track record in successfully developing brands for charities and commercial clients ranging from London’s Air Ambulance to Eurostar and Fitness First.
The Clearing showed an excellent understanding of the charities’ mission and will work with them to create a name, proposition, values, visual and verbal identity for the new charity, with a strong focus on digital communications, fundraising and stakeholder engagement.
Fiona Hazell, Director of Communications and Engagement at Breast Cancer Campaign and at the new charity, said:
“As soon as we met The Clearing, there was a great fit. We’re looking forward to working with them to create a powerful new brand for the UK’s largest dedicated breast cancer charity, to put an end to breast cancer once and for all.”
Jonathan Hubbard, Creative Director of The Clearing, said:
“We face some exciting challenges with this merger of two leading charities. The new charity needs a memorable and meaningful name and must be visibly different, without losing recognition and connection with existing stakeholders and supporters. We’ll focus on finding a simple but powerful positioning that reaches out to everybody affected by breast cancer.”