Als Pals MK

Al’s Pals is a new charity that offers friendly support for cancer patients in Milton Keynes University Hospital. It was founded in memory of Alan Dumbell, a cancer patient who felt, although he had his family and friends around him, he often discussed having a ‘buddy’ to bring  some normality back into his life during his treatment.

We were tasked with designing a friendly, engaging and welcoming brand using Al’s favourite colour – red. The brand needed to be instantly recognisable to patients and families at Milton Keynes University Hospital.

Initially we studied the forms of people interacting to understand the friendly gestures. From there, we entwined the ‘A’ and ‘P’ from the name to create a symbol that reflects the friendly gesture of a hug from a ‘pal’. This resulted in an engaging, friendly and approachable brand.