Creating The Many vs Cancer Brand
Overview
Prostate Cancer Foundation engaged Blue State to define and develop brand identity for a community called Many vs Cancer. The organization is raising $1 billion to fund the cure for prostate cancer and bring awareness to those at a risk of contracting the disease.
Simply put, Many vs Cancer is the fundraising arm of PCF.
PROJECT
Strategy, naming, brand identity
MY ROLE
Brand strategy ideation, identity creation
TEAM
Senior Designer (myself)
Creative Director
Strategist
Project Manager
What’s In a Name?
In the initial naming of the movement, Many vs Cancer was not a top contender. However, I had a vision for the logo that stood out among many other options.
It was the powerful execution of the Many vs Cancer logo that led the client to buy into the naming and eliminate all others. The Many vs Cancer logo evokes a superhero’s crest, or a sports team nameplate. It leaps off a screen, T-shirt or poster. It welcomes you onto the team and encourages you to get involved.
Its shape evokes the PCF logo’s double helix, embedding the “versus” at the core of our most potent scientific tool—the human genome. It is a true visual representation of PCF as both the scientific and social movement to end prostate cancer.
Documenting the Design and
Messaging System
Brand guidelines were designed to help educate and guide the organization’s internal marketing team when creating future assets. The guide was structured into two categories to fulfill the following goals:
Messaging and Voice: clearly communicate the ethos of the brand’s mission
Visual Guidelines: visually articulate the brand’s core values across the site experience, any other digital outreach and print collateral
In creating the guidelines, we kept our audience in mind. We wanted to provide them with guidance to help them overcome content or design roadblocks they might face when creating anything from social graphics to updating the site.
Impact and Next Steps
By establishing the branding, voice, and tone for Many vs Cancer, the foundation began to see the grassroots fundraising effort start to take shape.
Our next step was to work on creating the digital experience to provide patients, caregivers, and donors with a central hub to inspire, connect and take action in helping fund the cure for prostate cancer.
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