The Joshua Tree, a provider of physical, psychological and emotional support to families affected by childhood cancers for more than 12 years, announce the launch of a new charity brand identity on World Cancer Day, 4th February 2019.

Alongside changes to the charity logo created and designed by BROAD, complimentary to the charity, comes the  launch of a new website supplied by Double D Creative, again as a donation to the charity, which went live on World Cancer Day.

The reputation and equity built under its previous identity is recognised as a valuable asset but no longer accurately reflects the charity’s array of family support services. The new brand effectively addresses this.

“Over the past 12 years, we’ve built a strong reputation within the local community and oncology department of Alder Hey Children’s Hospital,” said Lynda Hill, The Joshua Tree, CEO.

“Our decision to update the brand identity to reflect more of what we do in supporting families affected by childhood cancers is a move away from the perception of providing a holiday home for families, and more of a service provision to help families find their ‘new normal’ when affected by childhood cancers. We also wanted to enable opportunities to evolve the charity and create a foundation for new prospects for future growth and expansion across the North West and North Wales.


“Including an adaption to the current tagline ‘supporting families affected by childhood cancer,’ we felt the move to identify this as ‘cancers’ demonstrates that there are more than one type of cancer affecting children and the treatment and side effects are varying and require different elements of support,” Lynda explains.

In all, the branding embodies a charity that is reinventing itself, but is still very committed to supporting families affected by childhood cancers. Symbolically, the tree represents the different services of physical, psychological and emotional support offered by our Family Support Team via the branches reaching out to the giraffe. The giraffe is a representation of the child symbolising a silent creature with no voice and reflects the child affected by cancer as not having a say in what is happening to them. The roots of the tree represent where the charity was established in Northwich and the community that has been so dedicated in supporting the success of the charity to make it what it is today.

“This is an exciting change for us and marks an important time in the charity’s growth in our offering support to families across the North West and North Wales affected by childhood cancers” said Pippa Watson-Peck, Fundraising, Events and Communications Manager.

“While our commitment to the community we serve will not change, there is incredible potential to grow. Our new branding positions us for those opportunities.”