Macmillan Cancer Support

Annual Report and Accounts 2017

Brand & Visual Identity | Editorial & Layout | Marketing Communications

  • Telling the story of Macmillan’s past 12 months through meticulous application of their new brand identity.

  • How do they make a difference?

    One of the UK’s most well-known charities, Macmillan are famous for their tireless work with people affected by cancer. From health care and support to financial help, campaigning and information, they are loved and relied upon by millions, and their bouncy, unique headline font and bright green graphics are instantly recognisable.

  • What we did for them

    The annual report for any large organisation can be a daunting prospect. How best to share the vital progress and learnings made over the past year? How to make a traditionally ‘dry’ tome of information vibrant and interesting to pick up and read? How to meticulously format pages and pages of financial tables to the accuracy level required by top-class auditors?

  • None of these were a problem as we undertook our second consecutive Macmillan annual report. Even with a brand new, untested type, colour, layout and imagery guidelines – we bravely ploughed on and delivered a top notch publication that exceeded expectations and became a landmark example in the launch of the new identity.

  • How did this make a difference?

    The role of the report is twofold: a glimpse into the success of the previous year, and a meticulous legal record of the financial comings and goings (vital in a world where detail and transparency are paramount, particularly in the charity market). Our work communicated the information with clarity and visual panache, bringing the new Macmillan branding to life visually.

Owen and the team are helpful, approachable and more than willing to go above and beyond. Great to work with and always keep the client’s needs in mind.

Sarah Pentland, Project Lead
Macmillan Cancer Support, London