Pankind
Branding agency Principals has refreshed the brand for pancreatic cancer Australia not-for-profit Pankind.
Pankind is on a mission to triple the pancreatic cancer survival rate by 2030, low awareness and limited access to better treatments have created a ticking clock for those diagnosed.
Key to the rebranding was infusing hope and positivity into the brand while sending a strong message about the fight to stop the disease.
Channelling this spirit, Principals defined the brand idea as 'A fair fight'.
At its heart is a character that embodies the experienced campaigner – driven, innovative and igniting change. This personality was further developed and codified by Principals’ in-house brand voice studio XXVI.
Building directly from Pankind’s existing brandmark, the new identity includes a lotus device, its petals unfurling from left to right, a symbol of resilience, growth and forward momentum.
To help Pankind stand out and drive more focus and funding, Principals designed a palette that leads with purple, a colour associated with the disease. Shades of indigo and lilac round out the palette, supported by pink, green and grey.
Additionally, photography represents the many faces of Pankind – people impacted by pancreatic cancer, their loved ones, advocates, researchers and medical professionals.
Pankind head of marketing Astrid Mallard said the brand want to shift the dial.
"To create a future where pancreatic cancer is no longer a devastating diagnosis but a challenge that can be faced head-on," Mallard said.
"We called on Principals to help us turn the tide, drive momentum and fuel action.
“The result is a light and uplifting identity that can flex for engaging communications as well as more sensitive subject matter. It can stretch from research papers to campaigning and signal that it’s time to rally and give every person diagnosed with pancreatic cancer the fighting chance they deserve.”
Principals strategy director and principal Moensie Rossier said Pankind is not your typical charity. It doesn't shy away from ‘battle’ language, because it’s fighting for those who deserve a fair shot at life.
“From concept to delivery, this project moved quickly. It was a pleasure to complete meaningful work for the foundation with the driven and focussed Pankind team," Rossier said.
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