RARE CANCERS AUSTRALIA
When your founders have been the face, voice and driving force of an organisation for 12 years, the brand and the people become inseparable. Rare Cancers Australia needed to change that, without losing a single thread of what made them trusted, loved and effective.
THE CHALLENGE
RCA had built something remarkable. As the leading voice in APAC for patient support and advocacy for people living with a rare, complex or less common cancer, they had earned deep credibility and a fiercely loyal community.
But with their founders stepping down, the organisation faced a question that goes to the heart of every founder-led NFP: what happens to the brand when the founders leave? The risk wasn’t just perception. It was momentum. Donor confidence. Staff alignment. The belief — internally and externally — that the best was still ahead.
THE SOLUTION
The answer was already there. It just needed to be uncovered. To find it, we went looking properly. Stakeholder surveys, interviews, desktop research and in-person workshops. We talked to patients, carers, staff, partners and supporters. We listened for the language they used when no one was telling them what to say.
What we heard, consistently, was this: everything RCA had achieved in 12 years had been driven by a single unstoppable belief. That when it comes to supporting and advocating for rare cancer patients, nothing was too hard, or too big, or too complicated.
That’s the idea we built the brand around. Without Limits. A belief system. Every element of the strategy, messaging and visual identity was built to express it – from the bold fluid heart form in the logo (reimagining the original loops into a symbol of connection, care and forward momentum) to the flexible messaging system that gives the RCA team the tools to communicate with confidence and alignment as they move into their next chapter.
Working with digital partners Grade, we translated that energy across a 400 page website, creating an intuitive experience for all stakeholders. But the most important outcome at this stage isn’t visible on the website. The internal team has genuine ownership of this brand. They understand it, believe in it, and know how to use it.
“Working with Kylie, Miranda and the team at Three Blocks Left on our brand was a transformative experience. From the outset, we gelled, and they worked closely with us and our stakeholders to develop a deep understanding of our purpose and vision. They created a revived narrative and visual identity for our organisation that amplifies our voice and invigorates our look, bringing fresh energy and clarity that perfectly captures who we are and where we’re headed. Their creative approach, attention to detail, and collaborative spirit made the entire process so enjoyable and exciting. We are thrilled with the results and confident that our new brand identity will resonate with our community for years to come. Thank you, Three Blocks Left, for delivering beyond our expectations and elevating our brand to new heights.”
ALICIA BALLESTY
HEAD OF STRATEGIC COMMUNICATIONS, RARE CANCERS AUSTRALIA
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