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!