Thursday, 13 June 2024
UK Charity Week 2024 - Sponsored by Sinclair Method UK
Thursday, 13 June 2024

Children’s cancer charity gets vibrant rebrand

CHILDREN’S cancer charity Shine a Light has received a ‘vibrant’ rebrand from brand specialists Kingel to step up its drive to raise funds to support more families. 

Birmingham-based creative agency Kingel worked with Shine a Light to invent a new brand identity and roll it out across its website and marketing materials. 

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

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. 

For Kingel Client Services Director Amy Thompson the project was particularly personal as she has been a trustee on the Shine a Light board for the past two-and-a-half years. She first got involved with the charity after meeting them via a networking group. 

She explained:

“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.” 

The Kingel design team worked with Shine a Light to create an exciting brand identity with a contemporary look and feel. Drawing upon Amy’s experience of their work, they carried out an in-depth analysis of the charity and the sector to make sure they gave Shine a Light a unique, standout brand that reflected its core values which people would warm to, relate to and remember. 

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

Kingel wrote Shine a Light’s brand mission, supported them with new content for their website and created leaflets, event materials, branded clothing and a video, as well as engaging a photographer to take new photos.

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 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 Amy and the team at 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.” 

Working from the JointWorks in Birmingham’s Jewellery Quarter, Kingel specialises in thoughtfully crafted brands, working with B2B and B2C clients across the UK and abroad in a variety of sectors.

Through creative campaigns, brand development and digital content, the agency’s ideas help businesses connect with their audiences and bring brand strategies and marketing plans to life.

Find out more at Further information on children’s cancer charity Shine a Light is available at

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


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