We quickly discovered that The Anthony Nolan Trust had been set up in the seventies, and named ‘Anthony Nolan’ after Shirley Nolan’s son Anthony, who had died of leukaemia. The core activity of the trust is a bone marrow register: from a procedure as simple as spitting into a cup, the charity can store critical information about a potential donor. For many people, it’s as simple as that – their information goes onto a database and may never be used.
But to some, if their bone marrow type matches precisely with someone suffering from leukaemia, they could take part in a life-saving procedure.
The challenges the charity faced were significant - lack of awareness and confusion about their core work, especially in younger people. They urgently needed to reach a younger and more ethnically mixed group to save lives, whilst raising awareness, raising funds and attracting more volunteers.
The new approach simply emphasises what they do: find matches that will save lives. Everything the charity now does, from its linked-letter logo to its graphic style and copywriting, emphasises ‘matching' so that no-one will ever be confused by what they do from now on.
Shown here are just a few examples of the myriad applications for the new identity and branding.
From mugs to T-shirts and websites, and using real people at all times, this is a scheme that's determined to push Anthony Nolan back into the public consciousness. And it purposely avoids the colours, cues and clichΓ©s of the sector in order to stand out.