Rebrand during a pandemic for Blood Cancer UK
How a national charity delivered a high-profile, well-received rebrand at the height of a global pandemic — keeping the new brand accessible to every person who helped shape it.
A high-stakes rebrand with the odds stacked against it
When Blood Cancer UK approached their recent high-profile rebrand, the stakes were high. Several major rebrands in recent times had created resistance to yet another — so this one had to be different.
Helen De Soyza, Head of Brand & Creative, made it a priority to take people on the journey this time — to let them participate and share their views on what the charity is and what it should look like. But simplicity was key: any solution was competing with an already well-established way of working.
The rebrand faced a familiar set of hurdles:
- 1Several major rebrands in recent years had created resistance to yet another
- 2People hadn't felt consulted last time — the announcement was a surprise to many
- 3DIY was already the established way of creating artwork across the charity
- 4Any new solution had to beat DIY on speed and simplicity, or be ignored
Brand resistance
A history of rebrands meant scepticism and low appetite for change
Left out last time
Staff and volunteers hadn't felt part of the previous rebrand journey
The DIY habit
“Quite often they just made their own thing” — off-brand by default
Learning from the past
Helen knew a rebrand only sticks if people feel part of it — and if the on-brand option is genuinely easier than doing their own thing. Without that, she risked a repeat of the problems that had plagued previous brand designs.
This is a challenge for all charities because no matter how much you give people, they will always want to put their stamp on things creatively.
The solution had to let people feel they had put their creative stamp on a design — without compromising the charity brand. It needed to be easy to use, require no training, and be ready to launch even while the whole team worked remotely.
The Blood Cancer UK Online Design Centre
RightMarket's Online Design Centre makes the charity brand accessible to anybody that needs it — letting staff and volunteers create the artwork they need, when they need it.
Responsive brand templates
RightMarket turned Blood Cancer UK's designs into responsive templates — posters, flyers, newsletters and social media — all in the Online Design Centre.
A creative stamp, on-brand
People feel they've put their own creative stamp on a design, but without ever compromising the charity brand. It's easy to use and needs no training.
Shaped by its users
Part of RightMarket's process is seeking feedback from the people who'll use the platform, so templates are approved and optimised for how they're really used.
Crucially, RightMarket simplified the maintenance and automation of brand control and consistency — keeping the new brand accessible to everyone who helped shape it.
A rebrand that people rallied behind
Collaborating with RightMarket during the transition gave Helen peace of mind — especially while working remotely and launching during a pandemic.
Overwhelmingly positive
Staff and volunteers feel they've been heard, and remain engaged and supportive of the charity.
Award recognition
The rebrand saw Blood Cancer UK shortlisted for Charity Times' Change Project of the Year.
Instant launch-day access
Volunteers and fundraisers didn't have to wait — collateral was available to start using the moment the brand launched.
Focus on what matters
The Creative Team stopped 'reinventing the wheel' and freed themselves for large, strategic brand projects.
A brand kept accessible to everyone who shaped it
The Online Design Centre lets the Creative Team focus on strategy and brand while everyone else stays engaged — more important than ever as charities fight for survival.
- Staff get the design they need quickly, without waiting on the design team
- The Creative Team no longer mocks up every small task that comes in
- Everyone becomes a vital mouthpiece for the charity's brand