19/02/2026
Sunday marked Children’s Cancer Awareness day and commemorated this day by launching their new brand identity. Pasic has supported families affected by childhood cancer for 50 years; so it was an absolute privilege to be commissioned by Pasic and to create the photographs to accompany this new brand.
I spent a day with the team at Pasic, working with them and some of the families they support to create photographs which show both the joy and challenges that exist within the work they do. Taking a gentle approach to put children, families and staff at ease in front of the camera - with the goal of making it feel like I wasn’t even there. I always feel this translates in the images I produce, making them relatable and authentic to those viewing them.
It’s always such a joy to be able to create images that tell the stories of organisations such as Pasic. I’m aware of how important photographs are in connecting people to the work of a charity; whether it’s inspiring people to support financially, or to help put families at ease when reaching out for help by visualising the services available.
A real joy to collaborate with such a skilled team on this project:
Brand strategy — Reuben Turner
Lead brand designer - Gemma Roszkowski
Copywriting — Lizzie Russell
Designer — Emily Gorham
Photography — Ruth Towell
Animation — Emmett Green
Project Manager and Website — Bex Toms