The Joshua Tree are excited to announce the launch of a new charity brand identity in addition to the new website.

The reputation and equity built under its previous identity is recognised as a valuable asset, but no longer accurately reflects the charity’s array of family support services, the new brand effectively addresses this.

“Over the past 12 years, we’ve built a strong reputation within the local community and oncology department of Alder Hey Children’s Hospital,” said Lynda Hill,  CEO.

“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.” Lynda explains

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.

“This is an exciting change for us and marks an important time in the charity’s growth in our offering support to families across the North West and North Wales affected by childhood cancers” said Pippa Watson-Peck, Communications and Fundraising Manager.

“While our commitment to the community we serve will not change, there is incredible potential to grow. Our new branding positions us for those opportunities.”

The Joshua Tree New Website
" A huge thanks goes to both BROAD Design and Double D Creative, whose astonishing generosity in devising and delivering a new brand identity and website has allowed us to reinvent the brand and begin the next chapter in the charity's exciting journey!"
Pippa Watson-Peck, Communications and Fundraising Manager