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As the National Coalition for Cancer Survivorship (NCCS) approached its 40th anniversary, the organization knew decades of change in the cancer landscape meant it was time to take stock of their brand. An organization that represents the interests of survivors living with, through and beyond cancer, NCCS has worked tirelessly to improve survivor care. With America’s survivor population currently exceeding 18 million, Mighty Good saw an opportunity for the NCCS brand to more effectively elevate and activate survivors, projecting power in numbers to demand better care.
Cancer survivors are in every town and family in America. Mighty Good developed the name Cancer Nation to unite people around this shared experience while also conveying collective power.
Improving care requires changing policy. For Cancer Nation to elevate and activate millions of survivors, the organization would need not only clear and compelling messaging, but also a rallying cry. Mighty Good ultimately distilled the argument down to the singular phrase: “We need a cure for care.”
In developing a visual identity system for Cancer Nation, Mighty Good sought to capture a feeling of rebellion against a system that is not yet delivering on the care survivors need. The color palette is bold, rich, diverse and filled with power and energy. The logo emphasizes the word “Nation” to signal the enormous size of the survivor population, and employs a speech bubble with an exclamation point to symbolize survivors’ unignorable voice.
With a raucous brand roll out event, a pipeline of awareness-raising content, and plans for a new podcast, Cancer Nation is launching not only their new identity, but a new era of advocacy.
“When Mighty Good first shared the new brand story with our team, many of us were, honestly, brought to tears. Survivorship is complicated. It’s hard to describe, and sometimes it’s lonely. Each word made us feel seen. We hope our new identity makes every one of the 18 million survivors feel seen, too. And powerful.”
– Shelley Fuld Nasso, MPP • Chief Executive Officer, Cancer Nation