Creative agency Cocogun has unveiled a comprehensive rebrand for Inherited Cancers Australia, previously known as Pink Hope. The rebranding project includes a new name, branding, website, and a nationwide out-of-home campaign.

The program of work aims to provide clarity and purpose around the mission of Inherited Cancers Australia, a peak body dedicated to helping Australians understand and reduce their risk of hereditary cancer. The organisation provides evidence-based information to help break the cycle of cancer in families and encourage life-saving conversations.

"We believe that knowledge is power. It’s important that the way our brand shows up in the world reflects the intelligence, autonomy and empathy running through our DNA, and that of the community we work with. Cocogun’s strategic and creative approach, and Nic’s photography, have perfectly captured this balance," said Sarah Powell, CEO of Inherited Cancers Australia.

The new branding features striking photography of high-risk community members by portrait photographer Nic Walker.

"At Cocogun, we believe creativity is the most powerful force in the world - and with the Inherited Cancers Australia team - we're using it to help them achieve their mission of breaking the cycle of inherited cancer in Australian families. It has been an honour working with a team so knowledgeable and passionate about the generational impact of inherited cancer risk," commented Kirsty Reynolds, Business Director + Copywriter at Cocogun.

The design inspiration for Inherited Cancers Australia's curved lines and organic colours draws from nature, representing the ongoing journey faced by those living with an inherited cancer risk.

"The colour palette was inspired by the community, who wanted colours more representative of the diversity of its members," Cocogun Design Director Chris Clausen added. "The bright yellow combined with photography by Nic Walker contrasts vulnerability and strength within the community, to help ‘break the cycle’," added Chris Clausen, Design Director at Cocogun.

The new branding and out-of-home campaign are now live.