TOBY for Childhood Cancer

The Challenge

When you work with someone for long enough, it becomes personal. This was the case for Ian Meachem, a client of thebox since 2009 across multiple businesses.

In the midst of running a business on a speedy growth trajectory, tragedy struck when Ian and his wife Tania lost their four-year-old son, Toby, to childhood cancer. In his wake, they created the idea for a research foundation completely focused on childhood cancer.

When Ian approached thebox for brand work, we knew it was a no-brainer.

The Idea

The foundation wasn’t in memory of Toby – it was powered by him. Toby for Childhood Cancer was a foundation powering pioneering research, solely into childhood cancer. The brand had to feel as ambitious and as impactful as it was.

Toby was a bold kid. He was strong-willed and kind. He loved superheroes – especially Spiderman and Black Panther. He spent time exploring nature, scouting out creatures and insects and taking a special interest in bees. 

After his passing, bees became the family’s symbol of little Toby. 

The Solution

A bee was a beautiful starting point for a strong visual brand that could launch, immediately exuding strength and resilience – just like Toby and his family did through a gruelling process.

The icon and tagline thebox created for Toby became the basis of a strong visual identity. Created from two stylised wings and the letters of ‘TOBY’ to create the body of a bee – cool enough for kids, and professional enough for corporates.

Using the energetic yellow and bold black colours synonymous with a bee, the Toby for Childhood Cancer brandmark stands out from a marketplace crowded with both children and cancer charities. 

The Last Word

We continue to work with Toby for Childhood Cancer in creating a recognisable, reputable foundation powered by the memory of a special little boy.

Our relationship with Ian continues today, and we are pleased to work with him on the foundation’s website and design collateral on an ongoing basis.

The Award

thebox were awarded a GOLD and Best in Show Summit Creative 2022 International Award for the TOBY brand. The Summit Creative Awards recognise organisations internationally who excel in marketing initiatives.