High Net Worth philanthropists don’t just want to passively donate or put their name on a building. They approach philanthropy with a commercial mindset and are motivated by the “multiplier effect”. Crucially, they want an active role. They desire to pool their passion and expertise, forming a powerful collective that stays close to the action and engages directly with the startups they are funding.
We discarded the complicated acronyms to create a single, dynamic ecosystem: Macmillan Ventures. Donors now join as active “Venture Partners”, uniting with innovators and the NHS to accelerate the most promising ideas.
We crafted a brand world balancing Macmillan’s compassionate heritage with venture capital professionalism: A bespoke ‘V’ icon formed by bringing two ‘M’s from the Macmillan logo together, acting as a visual symbol of connection. A premium dark green adds maturity and depth , while a flexible grid system visually links innovators, patients, and medical professionals. We replaced passive charity language with an active, rallying mission: We’re revolutionising cancer care.
Macmillan Ventures now sits confidently on any startup’s cap table. By uniting their fund with a respected network of changemaker donors, Macmillan is perfectly positioned to scale its £30 million fund and transform cancer care for the future.
