We’re currently working on a brand positioning project for a cancer centre whose aim is to bring world-class, state-of-the-art cancer care to Nigeria.

The management team tasked us with first naming the business, then coming up with a distinctive identity.

After extensive research, we settled on Marcelle Ruth as the name, in memory of the founder’s mother-in-law, who lost her life to cancer.

For the identity, we liked the idea that a hug, or simply putting your arm around someone’s shoulder, is symbolic of caring and of being cared for. That was a fundamental experience which we believed Marcelle Ruth should embrace. We also like the idea of the logo having an emotional warmth rather than being corporate and faceless – that’s how good care should make you feel!

We brought the concept to life through a sophisticated, elegant and classic typographic approach where the letter ‘R’ extends to look after, and embrace, the ‘C’ (cancer being commonly referred to as the big C).

The project is ongoing and being rolled out across digital, print and three dimensional applications.