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Increasing awareness and revenue for a cancer charity

Cover Image for CancerCare

Each year, around 393,000 people in the UK receive a cancer diagnosis. For over 40 years, CancerCare has helped thousands of people with cancer and other life-limiting illnesses.

Fundraising makes up 90% of the charity’s income, and with a turbulent economic climate, the fight for disposable income has become harder.

The charity needed to make itself more distinctive and raise awareness to increase donations and self-referrals from clients.


We immersed ourselves in the charity and immediately saw a disconnect between the cold, clinical identity and the warmth of the support.

After centre visits and strategic workshops, our aim was to replicate the positive, vibrant community into a more welcoming identity created by staff, volunteers, and clients.

Taking inspiration from art therapy, we tasked the community with drawing ‘emotion marks’ – brush stokes made by individuals to demonstrate their emotions, feelings, and experience of being diagnosed and receiving therapy.


The marks create vibrant and unique patterns that feature across the brand, alongside the people themselves, making CancerCare more distinctive with a personality that reflects the people at the heart of the charity.

The friendlier, more authentic tone runs throughout CancerCare, from important information about treatment, to fun fundraising events.


As part of the brief, we overhauled the CancerCare website using heatmapping data to focus on the three priorities – donations, volunteers, and fundraising. The bespoke website on Craft CMS gives the team functionality to manage the website using a component structure, providing flexibility to create campaign landing pages and information relevant to clients. Functionality includes integrations for email marketing, social media, ecommerce, and the CRM.


Since launching the new brand, CancerCare has seen a shift in the balance of referrals from healthcare professionals to the wider community (family members, schools, friends and community groups), demonstrating the success of the new brand, positioning, tone, website, and digital strategy.


increase in conversions


increase in average donation value

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Project Info

EXP Team

Darren Dedrie
Tom Grattan
Emma Kidd
Rob Kirby
Lucinda Morkin
Daniel Wallace


Brand Identity
Brand Strategy
Customer Journey
Digital Strategy
User Experience Design
Website Design
Website Development






Craft 4.0

API Integrations


Code Libraries


More work

Got a project in mind? Let’s talk.

Got a brand or digital project in mind? We’d love to chat about how we can help you.

Tom Grattan

+44 (0)1524 388104