Insight
Most brand guidelines are written like legal documents—cold, technical, easy to ignore. But the Canadian Cancer Society didn’t need a rulebook. It needed a rallying cry. We reframed the task: instead of policing the brand, what if we told its story? One not about cancer, but about L.I.F.E.—the reason this organization exists in the first place.
Impact
The result was a brand positioning guide that felt less like a manual and more like a manifesto. We translated strategy into something helpful and heartening—an inspiring narrative that aligned voice, visuals, and values. It gave teams across Canada not just what to say, but how to say it—with optimism, conviction, and care. A unified brand, grounded in purpose, finally had the language to match.