PEDIATRIC CANCER RESEARCH FOUNDATION: UNIFYING & ELEVATING BRAND IDENTITY
FREELANCE PROJECT // oN GOING
PROJECT CHALLENGE
PCRF's identity reflected a grass-roots profile they had used for over 30 years. As a national non-profit organization, they needed to unify and elevate their brand identity to reflect the prestigious presence they now hold, while maintaining the friendly, child-like energy the foundation is known for.
The project began with the updating of the annual report, followed by social media content and the refresh of design elements on their website. All assets created for PCRF went directly to the building of a brand asset library and needed to be flexible enough to be integrated into their organization in several ways.
BACKGROUND
The Pediatric Cancer Research Foundation (PCRF) is a non-profit organization funding research that leads to curing childhood cancers. PCRF has amassed a 4-star charity rating with Charity Navigator for being transparent foundation who has granted more than 80% of all monies raised directly to their mission.
The organization is the voice of hope for children and families affected by this malignant disease.
concept
PCRF's most valuable brand assets–their logo and the pediatric cancer gold ribbon, where identified as key drivers towards the refresh of the organizations identity. PCRF prides itself on the use of images showing real kids, another design element that needed to be gathered and added to the asset library.
Besides visually unifying the overall look and feel of PCRF's brand assets, a brand tone had to be established throughout all communications. The refresh of the annual report was a starting point for this and choice language was selected and carried out on social media and online platforms.
Updated header banners on PCRF home page utilizing new brand language and imagery.
Website pages were updated with new sub-headers, side bat graphics and page content.