Trek­stock

Bold­ly redefin­ing can­cer sup­port for young adults

  • Brand Strategy
  • Proposition
  • Visual identity
  • Verbal identity
  • Brand guidelines
  • Brand launch

We rebrand­ed Trek­stock as the life-affirm­ing can­cer char­i­ty for young adults, posi­tion­ing it at the fore­front of the evolv­ing can­cer land­scape, and ele­vat­ing its role in bridg­ing the gap between Teenage Can­cer Trust and Macmillan.

Trek­stock is the only UK char­i­ty that helps young adults nav­i­gate life beyond can­cer treat­ment. There was huge poten­tial for it to fill a grow­ing gap in ser­vices, but the brand lacked the clar­i­ty and stand­out need­ed ful­fil its promise.

We clar­i­fied Trek­stock­’s pur­pose, help­ing to break the tra­di­tion­al can­cer char­i­ty mould and stereo­type. Our icon­ic new iden­ti­ty and bold voice made the brand a pos­i­tive bea­con at the point of diag­no­sis and beyond.

The new strapline, ​‘life along­side can­cer,’ high­lights Trekstock’s unique approach to help­ing young adults live ful­ly beyond treat­ment, regard­less of their diag­no­sis, while bold­ly address­ing their unique chal­lenges and realities.

LIFE AND CAN­CER: PAR­AL­LEL REALITITES

We cap­tured the poignant coex­is­tence of life along­side can­cer with two icon­ic par­al­lel lines.

“This rebrand ensures that Trek­stock remains a rel­e­vant and lead­ing voice for young peo­ple liv­ing with cancer.”

Rachel Roxburgh, Chair of Board, Trekstock

CAN­DID ABOUT THE CONTRADICTIONS

A bold new brand voice can­did­ly address­es the real­i­ty of nav­i­gat­ing this life stage along­side can­cer. By nor­mal­is­ing the con­ver­sa­tion and break­ing taboos, we reduce iso­la­tion and speak direct­ly to young adults.

A NEW ICON FOR IMPACT

We ensured every ele­ment of the brand includ­ing the type­face, word­mark and colour palette were emo­tive and could have the visu­al impact this cause urgent­ly needs.

“ODA’s deep under­stand­ing of our tar­get audi­ence and their needs made our col­lab­o­ra­tion feel effort­less. We’re so excit­ed about this rebrand, as it reflects our con­tin­ued com­mit­ment to our community.”

Sophie Epstone, Founder & CEO, Trekstock

IN DEFI­ANCE OF THE STEREOTYPE

This age group does not feel that char­i­ties are ​‘for them’. Trek­stock had to break free from the clin­i­cal approach of tra­di­tion­al can­cer sup­port char­i­ties and lean into a real and more aspi­ra­tional aesthetic.

LENDING AUTHORITY, LEADING AUTHENTICALLY

The new brand positions Trekstock as an authority and emphasises their collaborative approach with the community, showing that it’s created ‘by’ the community and ‘for’ them.

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