The “Fundación Peluffo Giguens”, an NGO that is part of the imagination and lives of many Uruguayans, came to us seeking a complete redesign of its identity to reaffirm its mission: to be the leading organization in the fight against cancer, with the goal that every person has the opportunity to prevent, detect, treat, and survive the disease.
Our work involved close collaboration with the foundation’s team: from access to reports to conversations about the design of messages, the image, and the feelings to evoke. This was especially valuable for, in a short time, gaining sensitivity when it came to strengthening the brand strategy.
The focus of the project was to raise the quality standards of the institutional identity without breaking the bridge with the original brand so that the public would continue to recognize it. In addition, we sought to create a creative brand promise that avoided reaffirming stigmas associated with the disease: “In favor of life” was the new brand claim that inspired the art, design, and composition decisions, as well as the new writing guidelines.
At the same time, the redesign of the identity sought to portray a great diversity of people: from those who are going through their treatment to their “support groups” who, in the healing process, are deeply indispensable players.
Our work was completed by documenting all the design and writing guidelines in a Brand Guidebook, which included training for the foundation’s Marketing and Communications team. Happily, we were able to continue accompanying the team’s work in its first activations: the Solidarity Running Race and the Donors Campaign, for which we developed specific visual kits and new instances of collaboration.
