Creating a cohesive and much-enriched identity system

World Cancer Research Fund International (WCRFI) champions the latest and most authoritative scientific research from around the world on cancer prevention and survival through diet, weight and physical activity, helping people make informed lifestyle choices to reduce their cancer risk.

The organisation had offices in the UK, USA, the Netherlands and Hong Kong – each operating under a local variation of the global brand. They needed greater visual cohesion worldwide and an enhanced look and feel for their communications.

Stuart worked closely with the WCRFI leadership team to define a new brand positioning for the whole organisation, and a series of brand messages. He then evolved their global identity and developed a new sub-brand – Cancer Prevention – that speaks to the public about how anyone can act to reduce the threat of cancer by changing their eating and exercise habits.

The existing ‘continuous update project’ brand (cancer research publications) and its collateral were then developed to adopt the new overall identity.

Stuart created a freshly evolved identity for the whole organisation, an important new sub-brand and a richer, cohesive look and feel across all WCRFI communications.