UKASCC
Brand Identity & Guidelines

The Brief

UKASCC (United Kingdom Association of Supportive Care in Cancer) is a professional organisation founded by cancer healthcare professionals, supporting excellence in supportive cancer care across the UK.

The brief was to establish a clear and credible visual identity for a newly formed organisation, alongside a set of brand guidelines that would provide consistency across its communications.

The identity needed to communicate professionalism, trust and collaboration, while remaining approachable and relevant to a multidisciplinary healthcare audience.

The Challenge

As a new organisation operating across a complex healthcare landscape, UKASCC needed to establish a recognisable visual presence from the outset.

The brand had to work across a wide range of touchpoints — from digital communications and social media to presentations, educational materials and professional events — while remaining consistent and easy for different teams and stakeholders to apply.

The key challenge was finding the balance between the authority expected of a healthcare organisation and a more human, collaborative character that reflected UKASCC's focus on supporting professionals and improving patient care.

The Solution

I developed a visual identity and comprehensive brand guidelines designed to give UKASCC a strong and consistent foundation for its communications.

The guidelines define the core visual system, including logo usage, typography, colour palette, imagery, graphic elements and layout principles, creating a flexible framework that can be applied across both digital and print applications.

The resulting identity provides UKASCC with a cohesive and professional visual language, helping the organisation communicate with greater clarity and consistency as it grows its presence across the UK.