FALLING BEHIND THE TIMES
The Children’s Cancer Caring Center (CCCC) has been helping kids and families affected by childhood cancer for more than half a century by providing free total-care programs, including medical treatment, non-medical ancillary programs, and special events.
BUILDING ON THE SOUL OF THE ORGANIZATION
After speaking with the founders of the organization, as well as meeting some of the families they have helped, we were moved to take action ourselves. We’re proud to call the CCCC a pro bono client, as we support all their marketing needs. We started with the creation of a brand positioning and design that reflected just what drives this organization to care – the kids themselves.
And since they were moving into a new state-of-the-art facility at the Miami Cancer Institute, it was the perfect time to explore an update. We started with a manifesto, video, and logo design, which quickly turned into a website that not only tells the story, but also makes donating as easy as possible.
UPDATING THE LOGO & TAGLINE
How do we bring caring to life? Through a strong visual identity and powerful messaging that inspires as well as motivates. By choosing colors that are warm and inviting, but also stand for more than just the brand.
As we begin to reposition the brand and put a spotlight on the Children’s Cancer Caring Center, this logo focuses on the children and their path to healing, while also embodying the modern feel of the new center at Miami Cancer Institute. It is hopeful, powerful, yet also iconic.
These are elements that enhance the aesthetic of the brand. They can be used on ads, banners, etc.
THE NEW WEBSITE
Once we had the new brand position, look, and messaging ready to go, we created a full online experience that truly represented the brand story and mission.
It spoke about how they help, but more importantly, who they help. It also simplified the donation process and made getting involved easier than ever.
CCCC’s social presence was barely present at all, missing the opportunity to share their impactful mission with the world. So, we created a plan to disseminate their story in four focal points: brand awareness, cancer facts and awareness days, raising funds and involvement, and honoring patients in their journey to health.
Our weekly posts walk the fine line of the matter at hand – aiming not to depress followers, but to strike a chord in them, awaken them to the reality of the disease, and inspire them to join the fight. Since we’ve taken over their social channels, we’ve seen over 1,400% engagement on Facebook, over 500% engagement on Twitter, and a slew of new followers.