The American Cancer Society (ACS) is the leading force against cancer, supporting every journey with research, advocacy, and patient care to end cancer for all.
Our studio reimagined ACS’s brand to reflect its empathetic, inclusive mission, designing a vibrant identity with the iconic Sword of Hope and warm, human visuals. From impactful campaigns to accessible digital platforms, we unified ACS’s voice to inspire hope and drive global change.We modernize and humanize the American Cancer Society brand, and we were up for the challenge! We brightened up the colors to give it a more youthful and energetic vibe, and we revamped the snake and swords elements to make them more concise and iconic. We curated a photo style that emphasised life and hope, featuring lots of sunlit organic images that just felt good. All of our hard work paid off when we developed a comprehensive brand guideline that the American Cancer Society has been using all across the United States. It’s been great to see such a positive response to the new brand identity!
Key Outcome:
34% increase in funds raised, attributed to personalized engagement strategies and the revitalized brand presence.
“Our rebrand helps us evolve from telling stories about what we do to instead telling stories about the impact we make and the influence we have on the cancer community.”
— Kymm Martinez
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