Havas asked us to help 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 even revamped the snake and swords elements to make them more concise and iconic. We curated a photo style that emphasized 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!
"The details are not the details. They make the design."
We intentionally crafted the brand imagery with sunlit images, brighter tones, and messaging that feels more empathetic to create a warm and friendly connection with our audience, making them feel more human and connected to our brand.