Anthony Nolan - brand update
Anthony Nolan, the UK’s blood cancer charity and bone marrow register, needed to update their brand to better highlight who they are and what they do. That meant shaking up its logo, tone of voice, key messages, colour palette and photography as part of the brand refresh process.
We dropped the famous ‘Be a match, save a life’ strapline, in favour of a more inclusive call to action. The new strapline, ‘Saving the lives of people with blood cancer’, marks a shift to better reflect the range of ways that different audiences can get involved in our work.
Their work is all about saving individual people’s lives, so it was important for audiences to identify with the individual and their story. So we focused on individuals in the context of their lives and celebrating what they did - showing these real and remarkable people in the surroundings of their day to day lives.
As a taste of the new brand and as a thank you to all supporters, we produced ‘The Lifesavers’, a film which celebrates everyone who has been part of Anthony Nolan over the last four decades - from marathon runners to donors and patients - and looks to the future when it can save even more lives.