The project: Kids Cancer Centre wants a world where kids can just be kids, free from cancer. Now, with SunnySideUp’s help, it’s rallying donors around that goal through a new, inspiring brand. Kids Cancer Centre is Australia’s largest children’s cancer centre that researches and treats kids’ cancer under one roof. But its brand was outdated. It poorly communicated the cutting-edge work it was doing, impacting its ability to raise funds and support. The new brand represents a revolution in thinking, style and presentation, resulting in greater engagement, mobilising support for Kids Cancer Centre’s pursuit of a cure for kids’ cancer. The brief: Kids Cancer Centre approached SunnySideUp with a fundraising brief, but we saw a greater opportunity: To rebrand the Kids Cancer Centre in order to present it accurately as the extraordinary centre it is, with a team that puts the care and cure of children first. We saw a need to show that supporting the Kids Cancer Centre will create better outcomes for kids because it performs both research and treatment under one roof, enabling it to deliver care to children who need it, faster. The design solution: Kids Cancer Centre’s differentiator is its culture, approach and standard of excellence. To bring this to the fore, we created imagery showing children’s personalities, focusing on who they are, rather than their cancer. The logo with a bee, conveys the Kids Cancer Centre’s work style: united and fastidious. To highlight Kids Cancer Centre’s mission we used poetry, statements and a manifesto culminating with the line, ‘Together we cure’. The context: The charity sector for kids with cancer is one of Australia’s most diverse. It’s also one of the most crowded and competitive. Through rigorous research and a robust strategy, SunnySideUp made sure Kids Cancer Centre’s new brand cut through the noise and rose above the competition. Ultimately, this transformation has increased Kids Cancer Centre’s brand awareness and strengthened its capabilities to seek funding and support. Client testimonial: When representing children’s cancer, it can be difficult to balance engaging the audience emotionally and overwhelming them so they look away, but the SunnySideUp team have achieved that with the work they created for the Kids Cancer Centre. SunnySideUp took the time to develop a great depth of understanding of the Kids Cancer Centre - the attitudes and behaviours of the families, supporters and the broader multi-disciplinary team - and distilled them into a beautifully executed representation. The team have exceeded our expectations. Professor Tracey O’Brien Director Kids Cancer Centre, Sydney Children's Hospital Randwick