Supporting a monumental charity to accelerate their fundraising goals

Cure Leukaemia have big plans for what they hope is the final push to find a cure for blood cancer.

The team wanted a bold, impactful brand to match their ambition, along with a new website to help supercharge actions and donations.

A bold new brand

Everything in Cure Leukaemia’s rebrand had to come back to their mission statement – “We will stop at nothing.” The team are tenacious, ambitious and determined to find a cure for blood cancer. This had to reflect in their brand.

We chose bold across the board – logo, colours, fonts, and graphics – to inspire action and make a real impact wherever we show up. Our new logo places “cure” front and centre; its dominance demonstrates the power that finding a cure will have over leukaemia.

Our new brand graphics showcase the people at the heart of the brand – patients, community, and the wider clinical network. They add energy, lift, and versatility.

Photography choices took real consideration. We were so grateful to have access to photographs of real patients, taken by the patients themselves or their families. These images really anchor the messaging home to donors who can see exactly where their funds will have impact. For mediums where higher spec imagery is required, we carefully chose stock which aligned with the Cure Leukaemia mission.

As well as patient imagery, we chose inspiring, active photographs from Cure Leukaemia’s many fundraising events – including marathons, long-distance bike rides, and more. These help to drive action and inspire others to get involved.

Developed in WordPress, the new website is sleek, modern, and accessible.

Bold pink drives donations, whilst the electric blue is used to inspire action – leading visitors to get involved with fundraising and events. For patient stories, we utilised the softer pink with a stripped-back design to focus on the emotional narrative.

The site is welcome to all – patients of leukaemia (through the patient hub), those who want to fundraise (get involved), as well as everyone who wants to keep up with the latest news and events. The site map is simple, and easy to navigate to ensure maximum conversion. More on this below…

With experience working in digital marketing (particularly PPC landing pages) and charity fundraising, our UI/UX lead knew exactly how to get donors clicking.

Using his expertise in CRO (conversion rate optimisation), our UI expert put the donate button front and centre – in the header bar, homepage, and throughout the site’s content.

When clicking through to donate, a new, user-friendly form was designed to resolve a previously high drop-off rate in the donation process. This included a progress bar to keep users engaged, plus an emotive image and message that adapts depending on the donor’s choices.

Behind the scenes, we also streamlined the process by integrating the site directly with the charity’s CRM system, ensuring donor details are captured accurately for future campaigns. Secure payment gateways were embedded to make transactions seamless and safe, whilst optimised donation flows encouraged one-off and recurring gifts, with preset amounts and quick-click options to reduce friction.