Background
Having identified the need to update their image in order to raise their profile and encourage both personal and corporate donations to their cause, Bowel & Cancer Research (B&CR) approached Brandammo to update their existing brand and launch a new website to boost their web presence and encourage donations online.

The Brief
Bowel & Cancer Research (B&CR) is a unique charity with three principle aims. To improve survival rates for bowel cancer sufferers, to investigate the causes, effects and treatment of bowel conditions and to improve the quality of life of patients suffering a range of bowel disorders. Having identified a need to update their image and explore new markets for potential growth in 2008 B&CR turned to Brandammo for help implementing a strategic change in their overall approach to marketing communications. Part of the brief involved development of a brand new website for the charity featuring a range of information and resources for those affected by bowel cancer and related conditions, as well as promoting the charity and encouraging donations from an online audience.

Deliverables
In addition to the fold-out leaflet shown above and below Brandammo, created a series of target-specific advertising for a variety of publications as well as a range of marketing collateral including branded stationary, brochures and large format promotional material.

Outcome
Since creating synergy across all marketing materials and updating the charity’s image, B&CR have enjoyed an increase in their public profile both on and offline and across a wide range of markets resulting in greater public awareness and an increase in charitable donations.

View Website

Concept Creation
Having identified the need to update the brand image it was also suggested that perhaps the British public couldn’t personally identify with the charity, even though bowel cancer is diagnosed in 35,000 individuals in Britain each year and is the World’s third biggest cancer killer. Our approach, therefore, was to focus on individual patient stories through the use of quotes and imagery of people and situations that ordinary everyday people could identify with. Working in conjunction with the print design team and our brand-marketing experts, our Surrey-based web design team worked t to create a design approach that combined both ‘corporate’ and more informal styles to suggest an organisation that was both prominent and respectable whilst simultaneously being friendly and approachable. Through bringing the design up to date with careful consideration of typography, brand elements and a striking contemporary colour palette it was also our aim to broaden the appeal of the charity to a wider audience whilst simplifying and strengthening the brand message.

Design Development
Once the strategy was finalised and signed off our Surrey-based print and web design team worked together to create a design approach that would work consistently and effectively both on and offline. From sourcing stock imagery to typography and colour management, every aspect of the visual was considered from the audience’s perspective and designed to promote a consistent and unambiguous brand message on every level. The inclusion AMMOBOX, our own comprehensive Content Management System (CMS) allowed B&CR staff to update news and information on the site with no prior technical knowledge or experience and the use of Flash throughout give the site the professional look and feel that the charity were looking for.