The Clearing was appointed after a competitive pitch and is tasked with establishing the charity's brand positioning, name and visual identity.
The agency worked with stakeholders from both legacy charities to develop the new name, which is said to convey the urgency required to prevent women in the UK dying from breast cancer.
Breast Cancer Now launches today (Monday 15 June) with the ambition of eradicating deaths from breast cancer by 2050.
An advertising campaign called The Last One will be aired during tonight’s Channel 4 News. The ad was developed by London-based agency Rainey Kelly Campbell Roalfe/Y&R, and features real women with breast cancer speaking about the realities of the disease that may one day take their lives.
Fiona Hazell, director of comms and engagement at Breast Cancer Now, said: "It’s great finally to share our new name and identity; today marks the start of a new era. We have the brightest scientific minds across the UK working hard to discover how to prevent breast cancer, how to detect it earlier and how to stop it taking lives. We want everybody who’s been touched by breast cancer to join us, to stop lives being lost to this terrible disease for good."
Jonathan Hubbard, creative director at The Clearing, added: "Our challenge was to develop the first major new charity brand of the 21st century in the UK. We needed to capture the bold ambition of the charity and its stakeholders in a new way, embracing the ‘open source’ and collaborative way in which the organisation works.
"In Breast Cancer Now, we believe we have a strong and accessible brand capable of reaching out to, and uniting, everybody affected by the disease."