Case study

New branding, visual language and tone of voice for CLIC Sargent

CLIC Sargent approached Chemical Code with a challenging brief: Refresh us, but keep it real and relevant. This project quickly became more than a rebrand, it really hinges around a new tone of voice and messaging, this can be dialled up or down depending on who we are communicating too, the fundraiser, the corporate partner or the young person with cancer.
Yes there is a new brand, with all of the tools you would expect, but we also have shown CLIC Sargent how to challenge, be bold and above all be honest.

A bold, grown-up style faces up to cancer and will appeal to CLIC Sargent’s audiences more effectively. The addition of the new strapline ‘young lives vs cancer’ shows CLIC Sargent embedded, being up for the fight in everything they do, with the ultimate aim of instilling this positive thought into cancer sufferers, their families and the wider community.

Using the title at an angle to allude to being supported by CLIC Sargent. Young people with cancer are already at the tipping point with the knowledge they have cancer. With CLIC Sargent support, they will make sure they won’t tip any further.

We gave CLIC Sargent a photography style which they could own, regardless of how the photo was taken. The results have given them an edge using tones which make the images grittier and hard hitting to work alongside the visual language and messaging.

A full set of guidelines, document templates and assets were created for the internal marketing team who we liaised with throughout the project.

To demonstrate the use of the new brand and tone of voice we designed some example campaigns, these are deliberately thought provoking and show how the messaging can be tweaked to talk to various audiences such as families or potential fundraisers.

A collection of branded items were designed for the internal launch. A drawstring bag containing a sweatshirt, tees shirt, mug and journal were produced with more items to come.

We are now working with CLIC Sargent’s internal communications teams on a variety of forthcoming projects ranging from branded merchandise to digital implementation and direct mail.