Macmillan Cancer Support

During my time at Macmillan Cancer Support, I worked closely with the Senior Buyer to develop a three tiered merchandise range. From fundraising essentials through to premium gifting. The goal was to establish a three-tier approach to help Macmillan reach new audiences, elevate their product offering, and introduce a more premium gifting line, all while supporting a meaningful cause.

We began by exploring the concept of a premium mark. Using the “M” from the Macmillan logo, we created a symbol that remained true to the brand when it stood alone as a distinct range on the shelf. This shift aimed to encourage a more considered perception of the products and support a higher price point. Notably in the 2019 rebrand Wolf Olins adopted this as a Logo mark for the main brand when redesigning the logo.

I then developed a series of on-trend patterns informed by buyer research, incorporating high-end print finishes as a clear signifier of premium quality. The patterns were built using shapes inspired by Macmillan’s bespoke typeface, designed by Miles Newlyn, helping us craft a style that felt authentic, tactile, and handmade.

The core range continued to support fundraisers and events, while the new premium line allowed Macmillan to broaden its appeal and offer supporters more elevated ways to contribute.