Pioneering our tomorrows

Insight When Cancer Research UK commissioned Interbrand to create its new identity, the work was still in development and yet to be approved. The charity needed to prepare thousands of employees for change, to explain why a rebrand was happening and build connection between the existing identity and what was to come. Our task was to make that transition meaningful, engaging and clear.

The challenge wasn’t just visual. It was cultural. Staff needed to understand the reasons behind the new identity before it was launched publicly. The brand had to make sense internally before it could inspire externally. We were asked to create internal communications that linked the charity’s existing brand to its future one, building excitement, understanding and trust.

Story We developed a series of communications and internal graphics to bring the brand story to life across all UK offices. Our approach focused on clarity and relevance, helping people see that the new identity wasn’t simply a change of logo, but a reflection of the organisation’s ongoing purpose to defeat cancer sooner.

Engage The internal campaign led directly into public launch materials, connecting employees and audiences under the same message. We then supported wider brand delivery across sub-brands, events and campaigns, including Race for Life and Stand Up To Cancer. From office environments to fundraising materials and national advertising, the work helped maintain consistency and momentum through a period of transformation.

Clarity The rebrand successfully united one of the UK’s most recognised charities behind a shared story and visual identity. By bridging the gap between old and new, the work helped employees feel part of the change, and gave the public a clearer, more confident brand to believe in.

Story Brand architecture

Engage Internal communications Launch day communications Brand book Subsidiary guidelines Tactical campaigns Template implementation Signage Event material