Get [on brand] with us. (Part 2)
This is the second installment (part one can be found here) of a three part piece penned for our 25th Anniversary Blog Series by Lisa Weinberger, founder of Masters Group Design. For 9 years, MGD has played a key role in defining and strengthening LBBC's "look" brand image.
In 2008, I appointed Vicki Gray-Wolfe, Creative Partner at MGD, to lead the design strategy. I knew she could translate LBBC’s needs into an aesthetic that was welcoming and accessible. Her quiet, soft and feminine style was a perfect fit. Key to her initial strategy was employing patterns as a way to signal the diversity of women that LBBC serves. Every pattern was different. The result was a suite of materials that reflected a tapestry of voices and experiences of the breast cancer community. It was a strong acknowledgment that LBBC valued those they served. As LBBC’s impact began to solidify, their position as a provider of definition and meaning to so many affected by breast cancer became a focal point of their messaging strategy. Kevin Gianotto, Associate Director of Marketing, described LBBC as “an organization not afraid to redefine definitions.” His idea to create a campaign around this notion was rolled out in the 2011 Annual Report, and shortly thereafter it transformed into a smart new image across their collateral. The definitions campaign reinforced LBBC’s position as an authority that actively expands and reshapes the perspective of living beyond a diagnosis.
In 2013, big developments were afoot. The organization was growing in terms of programs, services and staff. There was an increasing interest in LBBC, not just from women but also men affected by breast cancer. And their audience of healthcare providers, family members, the medical community and funders was expanding as well. It was time to tweak the materials so that they projected a voice of inclusion and were more gender-neutral. Streamlining the identity in favor of a bolder, more expansive look was also a goal. Simply put, LBBC was bigger and more universal in their appeal. Their design materials needed to address that shift in scale.
While the integrity of a brand rarely changes, many internal and external factors drive a brand’s visual representation. In 2015, LBBC was planning for a major move to accommodate their growing enterprise. A more responsive website—a critical tool in their suite of exceptional information—was due to launch that same year. And on the horizon was a major milestone.
Living Beyond Breast Cancer's 25th anniversary.
Lisa's blog series, Get [on brand] with us, concludes early next week.