Branding has many different roles. More often than not, it’s intended to stimulate desire; to make you want something. Occasionally, however, it can be used to impart important or life-changing information. I was at the UCLH with my mum when a great piece of branding caught my eye.
The majority of people in the unit I visited were being treated for cancer. Discovering that you have a potentially life-threatening illness can be a bleak and scary time. Waiting in the hospital, noticeboards are crammed with posters and leaflets that scream mixed messages: counselling groups, charity runs, benefits advice…
It’s all great information, from people who really want to help, but when you’re initially diagnosed it can be information overload. It’s overwhelming. That’s how I came to notice Macmillan’s great use of branding and how well it works with the NHS.
I should start off by saying that I’ve always liked Macmillan’s branding; it’s big, bold, and friendly. But it wasn’t until I was in a situation where people needed this information that I realised just how well it worked.
Two things grabbed my attention about this notice board:
1. The brochures are well organised and lined up.
2. Their branding is all over it. It’s big, it’s inviting and it’s very, very green.
The Macmillan typeface is unique and own-able: its hand-rendered look makes it feel friendly and just the right side of informal, as is their illustration style. The lack of photography helps to make you feel like the brochures are really there to help you. The covers are white, helping their greens stand out and creating a real sense of calm.
The tone of voice is also well realised on the covers, they are matter-of-fact and simple: ‘travel and cancer’, ‘coping with hair loss’, ‘looking for someone to talk to?’. By talking so frankly about the illness, and breaking their brochures down into such detailed sections, they help to make the situation feel less intimidating and more like you as an individual can control it.
The result of all this hard work – the branding, advertising and collaboration with the NHS – means the majority of people are aware of and recognise Macmillan. It’s a charity they feel they know and can trust, which means if or when you need it, it can help you find the information you need.
Quite simply, it says:
‘We’re Macmillan. Here’s some information about coping with cancer.’
It’s all there in green and white.
