The Prostate Cancer Charity carried out a £190,000 brand development process to reinvent itself as a more "direct, open and confident organisation". Now it has a new name - Prostate Cancer UK - and a new identity, and has developed a set of working principles.
Seamus O'Farrell, director of marketing and communications at the charity, says: "We needed to put our issue and brand on the map for the public, donors, corporate donors and men affected by the disease."
The charity's goal is to be the first port of call outside the health service for support, advice, guidance and clarity, he says.
"For this we wanted a brand that was vivid and strong. It is important that the brand and the organisation are indivisible, so we also looked at how we behave internally."
Rebranding discussions involving the charity, a brand strategist, a discourse analyst and the design agency Hat-Trick commenced in November 2011. The process was approved in April and launched in July.
During this time, the charity sought external advice from men with the disease, core supporters and medical professionals, and held internal workshops.
Although the charity had excellent search-engine optimisation, it was found that only 6 per cent of people who searched for the disease then went on to the charity's website. O'Farrell says: "If they were looking for professional information, then we found that they chose to go elsewhere. We identified that the word 'charity' in our name was not helpful because it was not regarded as professional."
The aim was to create a simple name with the charity's cause at the centre that also captured a national identity. The concept of the logo "is about all men needing to be aware of the disease and deserving better treatment and research into answers", he says.
O'Farrell says: "The acid test for our rebrand is how people behave, and we've already seen an increase in the number of calls to our helpline. Visits to the website have also increased and it has had a galvanising affect on major donors, such as Royal Mail and the Football League, as well as individuals.
"The initial indicators are very positive. It's exciting and rewarding to see this happen."
EXPERT VIEW: Simon Gore, managing director, Holmes & Marchant
Prostate Cancer UK's rebrand is a positive step forward, both in name change and improved visual communication. The new branding is professional and purposeful, and exudes more effectiveness than its predecessor. Although it loses some of its visual warmth, this is compensated for by more engaging and informed brand language.
In creative terms, it is not a huge change, with the presentation retaining the man symbol and its masculine blue and black colours.
In delivery, the new identity has more depth and interest, and has a completely new visual language, which works extremely well.
The rebranded website brings this new identity to life and there is an admirable consistency to the brand and all its various communications.
Total: 7 out of 10