Kids Cancer Centre Rebrand

Kids Cancer Centre wants a world where kids can just be kids, free from cancer. Now, with SunnySideUp’s help, it’s rallying donors around that goal through a new, inspiring brand.

KCC is Australia’s largest children’s cancer centre that researches and treats kids’ cancer under one roof. But its brand was outdated. It poorly communicated the cutting-edge work it was doing, impacting its ability to raise funds and support.

The new brand represents a revolution in thinking, style and presentation, resulting in greater engagement, mobilising support for KCC’s pursuit of a cure for kids’ cancer.

KCC approached SunnySideUp with a fundraising brief, but we saw a greater opportunity: To rebrand the KCC in order to present it accurately as the extraordinary centre it is, with a team that puts the care and cure of children first. We saw a need to show that supporting KCC will create better outcomes for kids because it performs both research and treatment, enabling it to deliver care faster.

KCC’s differentiator is its culture, approach and standard of excellence. To bring this to the fore, we created imagery showing children’s personalities, focusing on who they are, rather than their cancer. The logo with a bee, conveys KCC’s work style: united and fastidious. To highlight KCC’s mission we used poetry, statements and a manifesto culminating with the line, ‘Together we cure’.

The charity sector for kids with cancer is one of Australia’s most diverse. It’s also one of the most crowded and competitive. Through rigorous research and a robust strategy, SunnySideUp made sure KCC’s new brand cut through the noise and rose above the competition. Ultimately, this transformation has increased KCC’s brand awareness and strengthened its capabilities to seek funding and support.