Cancer Central reveal’s new identity

-A connected information experience-

Social enterprise support Cancer Central has launched its new brand identity created by Design by Structure.

Cancer Central was founded in 2018 by Avril Chester following her own battle with the disease. She describes it as a ‘cominovation’ platform: a hub where community and innovation gather to help cancer patients and their carer’s.

The new creative work includes a brand identity, a website look & feel, and brand guidelines.

The identity is based on a ‘guiding you’ creative proposition, supporting the social enterprise’s key messaging. The site was designed to guide people to information pertinent to the stage they are at in their illness, offering support for practical issues and services such as local societies or taxi hire to deeply personal ones such as finance, hats or wigs.

Speaking about the work, Avril Chester, Founder & CEO, said, "I absolutely love what Design by Structure has created. The process was incredibly engaging, and team brilliantly translated the vision. I will never forget the WOW moment when they shared the words, 'guiding you'. After years of trying to explain the concept, there it was in two words. Remarkable"

The brandmark is a looping heart shape, which invokes love and support. Structure created a flowing ‘super graphic’ (echoing the brandmark) which is used as a connecting device to link the brand across different applications and channels. This is supported by a portfolio of icons designed in a similar flowing style, which are used across all channels – collateral, website, merchandise etc.

The creative solution is a human approach, being sensitive to the content and reason for visiting the website. The colour pallet is made up of gentle ‘quiet’ colours, soft and friendly, to bring a sense of calm to the user experience.

John Galpin, Co-founder Design by Structure, said, “It’s important to be able to support founders like Avril who bring meaningful change to people’s lives. Avril used her own personal experience with the difficulties of looking for support during her fight with cancer as a launchpad to help others. Cancer Central connects people and their families with the vital services they need during their darkest hours. We took inspiration from Avril’s passion to bring her vision and brand to life.”

• Cancer Central, helping people affected by cancer to find the support and information they need, won the Digital Leaders HealthTech innovation award in 2019.

• Cancer central is powered by a healthtech chat bot, Ask Ave®, a virtual assistant that learns as it interacts with people.

ENDS

Notes to Editors

PRESS OFFICE: Fara Darvill - e: fara@structurebydesign.com

Cancer Central
Ask Ave is the brainchild of Avril Chester, who founded Cancer Central in 2018 following her battle with the disease. Avril noted the disparate channels to find support for practical issues and services such as local societies or taxi hire to deeply personal ones such as financial, hats or wigs. She founded Cancer Central, which won the Digital Leaders HealthTech innovation award 2019, as a ‘cominovation’ platform: a hub where community and innovation gather to help cancer patients and their carer’s. To support this initiative, Ask Ave® was created as a conversational search – a virtual assistant, which learns as it interacts with people. At present Cancer Central has been created from over 50,000 donated hours.

Design by Structure
Structure creates relevant and compelling brands for next-generation tech companies. Combining specialist industry knowledge, strategic insight and powerful creativity, we discover our clients’ value and communicate their stories with impact. We deliver enduring success for our clients, transforming their position in the market.

An independent UK agency, past and present appointments include Mews (hospitality), Dixa (customer service and engagement platform), Lendinvest (finance), Vitruvian Partners (private equity), Qubit (SaaS solution for e-commerce), iBanFirst (banking), HiPay (payments), Splio (retail loyalty SaaS), TelecityGroup (data centre provider).

Structure was co-founded in 2003 by John Galpin and Jesse Swash.
Structure is proud to be part of the Mayor’s International Business Programme.


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About Cancer Central

A young social enterprise with a big mission & vision. We are the first award winning HealthTech cancer platform using AI to guide people affected by cancer to find the support and information they need. Our organisation has been created from over 55,000 donated hours from 250+ individuals, 50+ organisations in an approach we call cominovation (community + innovation). Cancer Central is powered by a HealthTech chat bot, Ask Ave®, a virtual assistant that learns as it interacts.


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