The Joshua Tree brand embodies a charity that is reinventing itself, but is still very committed to supporting the emotional well-being for all family members affected by a childhood cancer diagnosis.
Symbolically the tree represents the different services of practical, psychological and emotional support offered by the Family Support Team via the branches reaching out to the giraffe.
The giraffe, symbolises a silent creature, and is a representation of the child, by reflection shows how a child affected by cancer doesn't have a say in what is happening to them.
The roots of the tree represent the charity's growth. Established in Northwich, The Joshua Tree now has a firm grounding, which is all thanks to the incredible support from local communities who helped it flourish and make it what it is today.
“Over the past 12 years, we’ve built a strong reputation within the local community and oncology department of Alder Hey Children’s Hospital. Our decision to update the brand identity to reflect more of what we do in supporting families affected by childhood cancers, is a move away from the perception of providing a holiday home for families and more of a service provision to help families find their ‘new normal’ when affected by childhood cancers. We also wanted to enable opportunities to evolve the charity and create a foundation for new prospects for future growth and expansion across the North West and North Wales.”
“Including an adaption to the current tagline ‘supporting families affected by childhood cancer’, we felt the move to identify this as ‘cancers’ demonstrates that there are more than one type of cancer affecting children and the treatment and side effects are varying and require different elements of support.”
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