Cancer-related organization, Blood Cancer United, presents a robust and impactful new brand image
In a significant move, the global branding agency JKR has led the rebranding of Blood Cancer United, formerly known as the Leukemia & Lymphoma Society. The rebrand aims to reflect the full scope of blood cancer and make every person feel seen and supported.
Lynn Godfrey, the chief experience officer at Blood Cancer United, explains, "Our rebrand focuses on inclusivity, addressing concerns about the old identity being exclusionary to wider blood cancer types. We want to create a brand that is united for all, with the spirit running through everything from the name to the design systems to the behaviours."
The visual identity of Blood Cancer United features a simple blood droplet motif, shaped from the 'U' in 'United'. This symbol serves as a powerful reminder of the organization's mission while maintaining a clean and modern aesthetic. The identity embodies authority without feeling clinical or austere, striking a balance between professionalism and approachability.
The rebrand also includes a refined voice rooted in real stories that create meaningful connections. The tone is clear and compassionate, giving it a distinctly human appeal. The new identity of Blood Cancer United signals a refined yet approachable new era.
The unified identity will appear across all touchpoints, from digital channels to events, for strong cohesion. The rebrand aims to increase brand awareness and emphasizes unity, authenticity, and passion. People have reported that the rebrand helps them see blood cancer more broadly and feel truly understood.
JKR, the agency behind this transformative rebrand, has also created bold new branding for Walmart. An interview with JKR's executive creative directors on building a standout brand in 2025 is available for more branding inspiration.
The rebrand features a custom font, BC United Sans, for a clean aesthetic. The tone and visual identity work together to create a powerful and unified message: Blood Cancer United is here for everyone affected by blood cancer.
In conclusion, the rebrand of Blood Cancer United marks a significant step towards a more inclusive and united approach to addressing blood cancer. For more information, visit the Blood Cancer United website or follow them on social media.
