Charity calls in Beresfords

Beresfords has won a three-way pitch to create a new name and corporate identity for the Cancer Relief Macmillan Fund.

The charity says it held a creative pitch between Beresfords, Walker Izard and Spencer Landor. A fund spokeswoman declines to say if the pitch was paid or unpaid.

Both Walker Izard and Spencer Landor have worked with the charity before and will continue to do so, says the spokeswoman. Walker Izard designed the charity’s last image revamp in 1990.

Nobody from Beresfords, which has not worked with the Cancer Relief Macmillan Fund before, was available for comment.

The new name and identity will be introduced next spring, says the fund’s spokeswoman. The change is required because the current name “is too long and doesn’t make sense”, she adds.