Background : The Lowy Cancer Research Centre is one of the largest adult and children’s cancer research centers in Australia. The Centre is a joint facility hosted by the University of NSW and Children’s Cancer Institute Australia. Diffusion Sydney developed a comprehensive brand strategy designed to position the Centre as one of the most respected and pre-eminent research facilities in the world. Lucas Melbourne was asked to reinforce the concept of hope and collaboration.
Solution : The new brand is not traditional – there is no fixed logo. Like cancer research, the logo evolves and changes. Everyone involved with the centre is invited to contribute to the brand and ‘make their mark’ by crossing out the word ‘cancer’ in the logo. The brand was launched in 2008, by then Prime Minister, Kevin Rudd.