Detect a new beginning.
Problem: When Bea met Joe in A&E, he didn’t ask: "Why do I have cancer?”. What he asked was: “Why was it picked up so late?”.
Solution: C the Signs want to build a future where preventable deaths from treatable cancers don’t happen. Our objective was to overhaul C the Signs, making their brand the beginning of a new story on cancer.
Outcome: A new brand identity, from strategy to visual and verbal identity, including brand platform, model, story, voice, messaging system, and applied copy.
Winner of the WiM Brand Writing of the Year Award 2025.
Before.
After.
"What a beautiful read. It's rare for guidance to generate a reaction in the reader — never mind one so emotionally charged — so this entry really stood out to the judges. The author clearly has a comprehensive understanding of the brand and their audience, and she has a wonderful way with words, which is consistent and compelling throughout the document — not just in the guidance for the brand's tone of voice, but for its visual assets too."
— WiM Brand Writing of the Year 2025 Award Judges