Macmillan Cancer Support underwent a branding transformation to become a broader source of support for anyone affected by cancer, and to drive change in cancer care. The rebranding included developing a new brand identity and personality to help Macmillan resonate more in daily life and make it easier for people to talk about cancer. Since launching the new brand, Macmillan has seen record income growth and expanded its resources through a merger, allowing it to do more for people affected by cancer.