Macmillan Pals
A brand identity exploration to embody Macmillan’s commitment to support medical patients in the UK.

Channels: Branding. Illustration. Character Design.
Role: Senior Creative.
Agency: Wolff Olins UK.


While I was leading a major project for Suzuki at Wolff Olins London (also in this portfolio), the team in charge of rebranding Macmillan hospital care support, asked me to jump in and help out for a bit.

I reasoned that being a hospital patient is already a serious and challenging experience. So I went with something warm and uplifting in stead. And came up with the idea of “Pals” and created a character for it.

It was a quick exploration and perhaps a 1st step, vs a final one. Yet the team mentioned being quite refreshed by this exploration. Then decided to scrap their work so far, and started over with a bolder brief.