Collective Force
CRUK is the largest charity of its kind, with 40,000 volunteers and 7000 staff. The brand lacked warmth, and few people could see their own effect on science and human lives. CRUK needed an identity to rally the UK’s support and let them progress faster. We united CRUK’s scientific and public face, by creating the Collective Force which informs the visual identity: dots rally together to form the “C” logo, photography includes patients, fundraisers and scientists, and the illustration style allows CRUK to convey any information simply and beautifully.