The Cancer Council — Victoria Brand identity

In the lead up to amalgamating into a national body, Envleope rationalised Cancer Council’s communications with a flexible brand strategy and architecture.


Project partners M+Associates conducts internal and external stakeholder research which informs a brand strategy approved by the Council’s Board.

The existing logo was refreshed with a simplified rendering, a new vibrant colour palette and a concise typographic hierarchy. The primary positioning statement, Leading the fight is elegantly expressed using a classical typeface in a contemporary configuration.

A new umbrella brand architecture unified and harmonised individual program sub-brands into a system that also benefits the Council’s umbrella brand.

Brand engagement is critical to the success of any new system. An online brand toolkit that uses everyday language to communicate the principles of the brand engages all employees, not just those in marketing. 

Production of the enormous range of publications by the Council’s inhouse design unit is streamlined using flexible templates to deliver valuable cost savings.

Brand identity
Brand toolkit