The Joshua Tree, a provider of physical, psychological and emotional support to families affected by childhood cancers for more than 12 years, announce the launch of a new charity brand identity on World Cancer Day, 4th February 2019.
In all, the branding embodies a charity that is reinventing itself, but is still very committed to supporting families affected by childhood cancers.
Symbolically the tree represents the different services of physical, psychological and emotional support offered by our Family Support Team via the branches reaching out to the giraffe.
The giraffe is a representation of the child symbolising a silent creature with no voice and reflects the child affected by cancer as not having a say in what is happening to them.
The roots of the tree represent where the charity was established, in Northwich and the community that has been so dedicated in supporting the success of the charity to 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.”