A cancer support charity has carried out a “bold” rebrand in a bid to raise awareness of its work.
Trekstock, which provides wellbeing support for people diagnosed with cancer in their 20s and 30s, has timed the brand refresh to tie in with its fifteenth anniversary this year.
A statement from the charity about the rebrand said: “The bold new rebrand, which includes a new visual identity, brand messaging, and strategic partnerships, is aimed at strengthening the charity’s impact and outreach as the number of young people living with a cancer diagnosis continues to rise.”
It said the rebrand, which was carried out by the agency ODA Branding, centred around the concept of “a life of parallels” and aims to acknowledge the “coexistence of the conflicting emotions, needs, and experiences that young people with cancer encounter”.
The charity said its new strapline of “life alongside cancer” would shift the focus away from the more traditional, pessimistic cancer-care narrative and brought it back to how people can live with and beyond cancer when diagnosed during the prime of their lives.
The agency interviewed people in the Trekstock community as part of the rebrand process.
Trekstock said it was unable to reveal how much it spent on the rebrand but it received pro bono support from the creative agency &above in creating its new website.
Sophie Epstone, chief executive and founder of Trekstock, said, “When Trekstock launched 15 years ago, 34 young people were diagnosed with cancer every day. Today, that figure has risen to 38 and we are determined to support every single one of them, from the point of diagnosis. To achieve this, becoming more relatable to young people is key.”
Rachel Roxburgh, chair of Trekstock, said: “The ‘forgotten cohort’ of those diagnosed with cancer in their 20s or 30s is often overlooked as it comprises neither children nor older cancer patients whose needs are met through dedicated mainstream cancer charities.
“We are working towards a future where everyone in their 20s or 30s hearing the words ‘it’s cancer’ is offered our tried and tested, evidence-based support. Today’s rebrand will bring us closer to realising this vision.”