Fuck Cancer
With an existing tone of voice that subverted the clinical, medical-jargon language expected from a company that deals with topics as sensitive as cancer, this passionate, human and sometimes ironic personality became the base of the refreshed brand identity.
Beginning with research around the health promotion landscape in the US, we created a bold and unexpected brand refresh, balancing unapologetic, protest-style type with a quirky and friendly illustration style, adding a touch of humour to a very serious topic.
The brand was then rolled out across a huge number of platforms, including a website, marketing campaigns, social media and merch.
www.letsfcancer.com/
Created by Light—Years
Creative Director: Tait Oosthuizen
Art Director: Annika Seidel
Developer: Chris McKenna