Colourful rebrand helps Rugby cancer charity stand out - The Rugby Observer

Colourful rebrand helps Rugby cancer charity stand out

Rugby Editorial 14th May, 2023   0

A CHILDREN’S cancer charity based in Rugby is ’standing out from the rest’ after a colourful rebrand to step up its fund-raising drive and help more families.

Shine a Light collaborated with brand specialists Kingel to invent a new brand identity and roll it out across its website and marketing materials.

Shine a Light, which was founded in 2016 by childhood cancer survivor Sam Schoolar, is dedicated to supporting families affected by childhood cancer.

The design team at the Birmingham-based creative agency worked with the charity to create a new identity with a unique, contemporary look and feel which reflected its core values.

The charity’s new logo features a tribal-style icon to represent the close-knit community at the heart of Shine a Light, symbolising a radiant light to convey the message of positivity, while the vibrant colour palette is designed to be bold, playful and family-friendly.

Sam Schoolar said: “At Shine a Light we are continuing to develop and grow to meet the needs of all the families we support. As we recently relocated to a new premises in Rugby, we wanted to refresh our brand to help raise our profile so that we could step up our fundraising efforts.

“We love our new branding, and Kingel have done a great job in giving us a look and feel that perfectly represents what we’re all about. We really like the vibrancy of the colours and how we now have a strong identity that was missing in the past.

“We are really happy with how much impact the new brand has had on all the platforms we use and have had a great response to it at events, which has given us the confidence we need to step up our marketing activity. We now feel that we really stand out from the rest.”

The project was personal for Kingel Client Services Director Amy Thompson, who has been a Shine a Light trustee for over two years.

She said: “My sister died of cancer when she was young, so the cause is very close to my heart. Shine a Light does some incredibly important work for child cancer sufferers and their families, and I think the support they offer is invaluable.

“As a trustee, it was an honour to be part of their rebrand. I really wanted to help the charity tell its story through its brand identity.”

Shine a Light is being supported by two local events this summer – Rugby’s Got Talent, and the Pugstock street festival in Leamington on June 18.

The charity provides a range of vital support services, including home visits, adult and children’s activity sessions at a family centre, counselling and play therapy sessions, day trips, a youth group and a lunch club for parents. Visit for more information.


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