Rebranding and
tangible growth
for a national charity
Who are Leukaemia Care?
Leukaemia Care (LC) is a UK-based national charity dedicated to supporting people affected by leukaemia and other blood cancers.
The charity focuses on care and support above everything else. They deliver immediate, practical and emotional support for anyone affected by leukaemia, MDS and MPNs, helping patients, families and friends navigate diagnosis and treatment.
While their services are extensive, here’s an example of what they provide:
- Personalised emotional support through Patient Navigators
- Support groups and buddy systems
- Financial assistance
- Education around signs and symptoms
- Advocacy and policy work to improve patient outcomes
Delivering this level of care requires sustained fundraising and growing public awareness, but their current brand came across as cold and didn’t reflect their core value of “caring”.
This is why something needed to change; the charity needed to drive donations and increase their reach, spreading the word about the amazing work they do every single day.
increase in clicks
increase in Facebook audience growth
increase in content shares
decrease in cost per click
The Challenge
“Our brand no longer reflected our reality. We needed a new way of communicating and appearing, and confidence that our marketing investment was delivering impact.”
Despite decades of service, the charity’s brand felt outdated, inconsistent and misaligned with its warmth and compassion. Some external audiences confused them with research-led organisations rather than a support-focused charity.
Key issues included:
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Limited visual differentiation in a crowded sector
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Messaging that felt corporate rather than empathetic
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An identity that lacked warmth, creativity and cohesion
Alongside this, marketing performance needed improvement. Advertising was underperforming, cost per click was higher than it should be, keyword strategy required refinement and social output lacked structure.
We addressed brand and performance challenges in parallel to accelerate momentum and impact.
Our Solution
We aligned brand and marketing, starting with strategy. Through stakeholder workshops, we clarified the organisation’s positioning and created a stronger, more empathetic identity.
Brand
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Modernised logo and accessible colour palette
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Clear, care-focused proposition with a plain English tone of voice
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Scalable visual system and practical brand guidelines
Paid Media
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Rebuilt PPC structure and refined keyword strategy – focusing on higher-intent targeting
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Optimised CPC and CTR to drive better-quality donations
Social
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Introduced a structured, story-led content plan and tailored messaging by platform
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Ongoing performance review and refinement
The Result
Social – Stronger planning and more human content drove measurable growth:
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+6.5% audience growth
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+50.8% increase in content output
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+20.3% Facebook reach (Peak reach of 115,306)
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+1,136% increase in shares during key campaigns
Paid Media – Restructuring improved efficiency and impact:
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+10.5% clicks and +19.1% impressions
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40.7% reduction in Google Grant CPC and 50% reduction in CPC year on year for donation campaigns
Brand- Leukaemia Care now has a clearer, more confident position with aligned brand, social and paid activity designed to support long-term fundraising growth.
Tools used to leverage results
Supporting businesses in the public and private sectors.
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