Brand Positioning and Identity

The Association of International Cancer Research (AICR) was a well established, but unheard of cancer research charity, when they approached The Union in 2013 asking for help. The charity had made investments of over £185 million in cancer research over 35 years, all over the world. But the charity needed help with fundraising, as the market was getting more and more competitive. We advised a name change – as ‘AICR’ had little chance of getting attention, especially up against serious and powerful charity brands. We developed a new brand name and identity – and in 2014 ‘Worldwide Cancer Research’ was born, together with an integrated package of marketing communications across all facets of the charities work. Success followed; recognised with two Silver Awards at the prestigious Marketing Star Awards in 2015.