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Marie Curie: It's Part Of It
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One of the UK’s most loved charities, Marie Curie, has today, October 4th, unveiled an updated brand world to align with its new five-year strategy, and brave new ad campaign to raise awareness of its work supporting people at the end of life, no matter the illness. The new inclusive visual identity modernises every aspect of the brand, from uniforms and fundraising materials to shopfronts, communications, and its online presence. This will be phased and rolled out over time to manage the change efficiently and effectively. At the core is the iconic daffodil emblem, which has been reimagined with a modern and accessible aesthetic that can be applied across the charity and its partnerships. As part of a commitment to inclusion and accessibility across the design system, the font Lexend has been selected to reduce visual stress and improve reading performance. There is also a dramatically reduced colour palette to deliver a more ownable brand aesthetic. Yellow, a colour of warmth and optimism, signals the brighter future offered by the charity, whilst blue nods to its 75 year heritage and long-standing link with the NHS. Amplifying the updated brand identity and set to a moving soundtrack from The Paper Kites featuring Rosie Carney, the new TV spot tells the real stories of loved ones and their families thinking about and curating their final months, weeks, and days that will be made that little bit easier with the support of Marie Curie nursing teams in homes and their hospices. Raw and real, unexpectedly upbeat, and punctuated by observational humour the film looks at death in a square, honest, and emotionally forthright way, inspiring us to do the same.
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