The organisation provides free cancer support and information for people with cancer and their family and friends from support specialists, psychologists, nutritionists, therapists and benefits advisors in centres across the UK and online.
“Maggie’s was looking for a brand identity that was more visible than before, and would help them stretch from just campaigning to caring and supporting,” says Willer. “They needed to express their point of difference more clearly from lots of other voices in the charity world.”
The team started the identity project by “helping define or articulate the unique perspective a client brings to the world” – in Maggie’s case, being the “everyone’s home of cancer care”, says Willer. It then helped Maggie’s to create a new website and explored how the brand could work across multiple platforms – from print to social media and internal touch points.
“The colours are inspired by the spaces themselves,” says Willer. “Instead of the clinical lighting or materials that are often found in a clinical environment, the centres have very warm natural colours, tending towards tones of orange. In the same way that the new house logo has multiple shapes, we felt that a range of warm colours was more suitable to represent a family of spaces than just one. Each centre is quite individual, but all are extremely welcoming and ‘home-like.’”
A bespoke typeface was created, along with a “human and practical wordmark” set in entirely in upper case to resemble an architect’s handwriting (and avoid any possible confusion with the charity’s founder’s personal signature). Pentagram also redesigned Maggie’s magazine to give it a more lifestyle-like feel – and avoid the “institutional and unappealing” feel of many charity publications. The redesign extended to communications for hospital noticeboards and Maggie’s centres, which are again designed to feel human – rather than cold, clinical or impersonal.