Alittle over a month ago I posted a client spotlight for The Breast Cancer Diaries (read the original entry here), and now it's time for an UPDATE!

We helped our friends Linda and Ann develop a parent non-profit brand to support their amazing documentary on Breast Cancer and increase corporate and donor sponsorship for their cause, The cause of hope.

Hope can be communicated in multiple platforms. From a bird, to a Greek goddess, to a simple flower blossom, we explored multiple analogy routes. However, Ultimately Project Pink has a great story to tell, and it’s rooted in Ann’s story and struggle against breast cancer- not any other. We wanted to give a face to the Project Pink story, and make it authentic and unique, not create a sub-story. The name “Project Pink” is unique in itself. The double P’s have a sense of distinction and give us an elegant solution, as well as include a subtle hint of the breast cancer ribbon repeated in the cursive letter forms. One intentional design element for the identity system is the circle shape core. It serves as a flexible platform for the visual landscape. For instance, a stylish bag given out at an awareness rally for college females might have the decorative flourish element behind it, but the "stamp" or more simple version might be used for embroidering hats or scrubs, all while maintaining brand consistency. For color we wanted something vibrant and bold, not pale and forgetful like most BC organizations, and with a name like "Project Pink" there's no escaping the use of anything other than pink (that would cause alot of confusion and distraction).

The project doesn't just end with the identity- The party is just getting started! Next we are designing chic boutique kits to distribute among key locations and for young women diagnosed with Breast Cancer packed with all kinds of Project Pink goodies. The kits are just one small step to bringing one big change; hope. We are honored to help contribute to such a beautiful cause (on the inside and out).

Here's a snap shot the new identity:

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