Our new brand

The new brand positions Breakthrough Breast Cancer as a pioneering charity, which is changing and saving lives through research, campaigning and education by removing the fear of breast cancer for good.

The move comes as we begin implementing a new five year strategy which demands the need for a strong, defined brand that communicates the impact of Breakthrough’s work. The aim is for the brand to engage and motivate people affected by breast cancer, supporters and partner organisations to help Breakthrough deliver its strategic outcomes over the next five years.

The charity has worked with leading brand consultancy Brandsmiths over the last 18 months to develop the brand. Central to the work was unearthing and defining the bold, determined and optimistic brand essence, attitude and personality which sits at the heart of Breakthrough and which many have come to know it for. It marks a shift in the charity’s communication style that sees bolder, more aspirational expressions of what Breakthrough is doing and hopes to achieve. This was delivered through a comprehensive review and development process, involving and testing each phase of work across stakeholders, including supporters, potential supporters, volunteers, scientists, policy makers, MPs, healthcare professionals, staff and Trustees.

Having developed the brand positioning, the charity recruited Hat-trick Design to create a new visual identity which would do justice to the brand. The logo is a powerful representation of Breakthrough’s resolve to stamp out breast cancer and is strengthened by powerful copy and engaging photos of breast cancer survivors, fundraisers, campaigners and staff to reinforce the brand’s demand for action.

Lead web development agency Torchbox was then given the brief to bring the brand alive online, in particular redeveloping the Breakthrough website. The innovative new site features interactive content and inspirational stories and invites users to engage with the charity in a multitude of ways from fundraising to campaigning. A clean, sophisticated design also encourages supporters to browse freely.