Powerful rebranding for Inherited Cancers Australia promotes life-saving support

Up to 15% of some cancers are linked to an inherited gene mutation. That risk can increase to 70% with breast cancer. In Australia, thousands carry an inherited risk through known gene mutations, or have a significant family history that increases their risk of cancer.

 

Inherited Cancers Australia is an organisation that offers evidence-backed guidance to help end the cancer cycle in families and promote life-saving conversations.

 

To support the vital work they do, independent creative agency Cocogun has collaborated with the peak body on a major rebranding project to drive clarity and purpose around the non-profit organisation's mission, consisting of a new name, branding, website, and a nationwide out-of-home campaign.

 

Beginning with a name change from Pink Hope to Inherited Cancers Australia, it's now clearer exactly what the organisation stands for. The new brand is more representative of the broader community who live with inherited cancer risk and demonstrates an expansion across many more types of cancers, not just cancer more commonly experienced by women.  

 

With the goal of advancing early diagnosis, lowering risk, and improving treatment options, Inherited Cancers Australia advocates for Australians who are at risk of cancer and their families, and encourages candid conversations about family medical history. It gives access to materials that are grounded on science and empirical data, and links users to supportive networks.

 

With this in mind, the brand needed to be deeply imbued with the sense of strength, humanity and connection found in that community. The rebranding achieves this with powerful photography of members of the high-risk community by renowned portrait photographer, Nic Walker. 

 

With an out-of-home campaign and a striking new website that promotes community involvement, with more than 2,000 online members, and access to free life-changing information, it's an impactful rebranding that achieves clarity and, most importantly, provides real hope and support to those wishing to break the cycle of inherited cancer in their families. 

 

 

Inherited Cancers Australia CEO Sarah Powell, said: ”We believe that knowledge is power. It’s important that the way our brand shows up in the world reflects the intelligence, autonomy and empathy running through our DNA, and that of the community we work with. Cocogun’s strategic and creative approach, and Nic’s photography, have perfectly captured this balance.”

 

Cocogun design director Chris Clausen added: “Inherited Cancers Australia's curved lines and organic colours draws inspiration from nature, representing the ongoing journey people who live with an inherited cancer risk face throughout their lives. The colour palette was inspired by the community, who wanted colours more representative of the diversity of its members. The bright yellow combined with photography by Nic Walker contrasts vulnerability and strength within the community, to help ‘break the cycle’.”