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F Cancer

F Cancer is a 501 (c)3 nonprofit organization renowned for its unique blend of wit and humor to enhance health outcomes, sought a brand transformation to elevate awareness and drive donations through human-centered campaigns and evergreen partnerships.

Brand Evolution
The challenge was to craft a brand identity that resonated with the collective fight against cancer while highlighting individual battles such as breast cancer, lung cancer, leukemia, and melanoma. The objective was to create a unifying yet personal visual identity, bolster community engagement, and establish enduring partnerships. To achieve this, we decided to leverage the widely recognized color ribbon symbol, already synonymous with various cancer causes. The redesigned logo ingeniously incorporated the ribbon to form the letters “CK.” This allowed individuals within the cancer-fighting community to feel personally represented and collectively united under the powerful rallying cry, “F Cancer.” My main involvement was during the concepting phase where the CK ribbon idea was formed. Once the ribbon concept was refined via sketches and vector work, final refinement was handled by my design colleagues.

Key Contributions
Community-driven social media campaigns that significantly boosted engagement. Collaborating with strategic partners, we developed informative and engaging content that fostered meaningful conversations. By alos refining the weekly posting schedule, we ensured a consistent and impactful social media presence.
Maintained brand consistency across digital and print mediums. This included social media graphics, merchandise, event collateral, and website content, ensuring a unified brand experience.
Establishing and nurturing evergreen partnerships was a critical aspect of our strategy. These collaborations not only enhanced campaign reach but also provided sustainable avenues for continued support and donations.

Outcomes & Results
The brand evolution of F Cancer stands as a testament to the power of thoughtful, community-driven design and strategic marketing. By creating a brand that resonates on both a personal and collective level, we were able to amplify F Cancer’s message, foster deeper community connections, and drive substantial growth in support and donations.

lead logo design by Katherine Crowley + Art Direction by Joanne Levy
UI Design + Social Media Management
Check out this project live

About me

I’m Luis Alvarez, a proven visual storyteller with over a decade of experience in multidisciplinary design. I am adept at translating complex concepts into captivating visual narratives and have successfully led projects across various mediums, consistently exceeding expectations and delivering high-quality, impactful visual content while driving high standards across my team.

Assurance IQ

Art Director
2020 - 2024

Eddie Bauer

Sr. Web Designer
2017 - 2019

F Cancer

Communications Manager
2015 - 2017