The Midwest Division of the American Cancer Society asked ThinkDesign to develop a new collateral package for the Society’s Midwest Hope Lodges.
The goal of this new capital campaign was to put the focus on the personal—the individual donor—and how a gift can touch many people by tackling issues on a much larger scale. Nearly everyone has been touched by cancer in one way or another, and therefore everyone has a story. Images and text underscore the importance of personal agency in achieving progress in the fight against cancer, and the direct connection between a personal gift and changing lives for the better.
Official brand style guides and standards can be useful in determining the stylistic path of a project. However, staying true to a conceptual path, and challenging styles to enhance and not dictate a concept, is the true accomplishment in a campaign piece like this.