The brand that fights back

The survival rate for pancreatic cancer has been stalled for the past 15 years – held back by limited awareness and treatment options. But Pankind are on a mission to change that. To triple this number by 2030.

Principals partnered with Pankind to shift the narrative around pancreatic cancer. Our goal was clear: to raise awareness, leading to a future where a pancreatic cancer diagnosis is no longer devastating, but a challenge that can be tackled proactively – and with support.

We harnessed Pankind’s bold, direct language. Channelled their passion into a rebrand that embodied their sense of urgency. And together, we came up with a powerful brand idea: A Fair Fight.

A striking lotus symbolises resilience, growth and momentum, while a bold colour palette – purple, indigo and lilac, with accents of pink, green and grey – reinforces the energy of the movement. This visual device is also linked to Pankind’s history and evolution. The new identity toolkit provides a flexible, distinct and vibrant system of assets.

We developed these assets closely with the Pankind team, ensuring the rebrand was a true reflection of who they are, what they stand for, and how they want to be seen in the world. And the process was more seamless than we expected; from concept to handover, every element of the project was met with enthusiasm, passion, and a clear sense of purpose.

The new Pankind brand isn’t just a facelift. It’s a call to arms to fight back and give every person diagnosed with pancreatic cancer the chance they deserve.

It was a privilege to contribute to this meaningful work.