American Dream

Company
Breast Cancer Research Foundation

Project
Redesign website and rebrand BCRF

Background
The Breast Cancer Research Foundation (BCRF) is an independent, not-for-profit organization that has raised $569.4 million to support clinical and translational research at medical institutions worldwide.

Responsibilities
Art Direction
Brand Strategy
Web Design

Project Summary

Rebrand BCRF for the next 25 years of fighting breast cancer.

BCRF spends 91 cents of every dollar on research. Its research not only helps people with breast cancer, but it helps all cancer patients. We recognized that BCRF’s new positioning should be all about research - "Moving Forward," “We Save Lives,” “From Research to Results,” and “Be the End of Cancer.” BCRF challenged us to refresh its brand and update its messaging to stand out in a crowded space.

My Role

As Creative Director for this project, I managed a team of 3 designers and two front-end developers. In addition, I worked with our in-house Project Manager to conduct interviews with the BCRF team, breast cancer researchers, event organizers, and breast cancer survivors to discover pain points with their current website and areas of strength upon which we can build.

BCRF requested we redesign their logo and website for the rebranding project. BCRF was the first to use a pink ribbon to symbolize breast cancer. As much as they love the wide usage of the symbol, they felt it now represents the cause and not BCRF as an organization—this caused concern with partnership products and building brand awareness. To design a new symbol, I interviewed the CEO and internal stakeholders to learn the values, keywords, and future vision of BCRF's purpose.

Rebranding Breast Cancer Research Foundation

Always moving forward.

We wanted to convey that BCRF is more than just research and fundraisers. It's about moving forward, surviving, and thriving, whether with research, fundraisers, or breast cancer survivors. As much as BCRF wanted to create a new symbol, I did not want to lose the symbolic power of the pink ribbon. BCRF designed the pink ribbon, which has become synonymous with breast cancer—it's part of their history, and I wanted to preserve it. So I created an identity that showed progress for research and breast cancer survivors.

Breast Cancer Research Foundation can be a mouthful to say; we decided it should be known as BCRF. I saw an opportunity to connect the formal name with its acronym. Over time, we expect the new mark to support a complete transformation of BCRF for the public. Also, the modern Sans Serif typeface is approachable while retaining enough stature to represent the seriousness of our purpose. Similarly, the new shade of pink was strengthened to reflect a more modern tone.

To build on the message of "Moving forward," we wanted to produce powerful photography. We focused on breast cancer survivors of all races and ages and ended up with dozens of powerful, emotional images we used across the site.

The Redesign of BCRF

A powerful message and story can become a change agent.

Below are a few examples I designed for BCRF. From my research, I discovered that you must tell a powerful story to make an impact. The designs are meant to tell that story by showcasing the impact BCRF has on research, fundraising, and how it has affected breast cancer survivors. Also, recognizing that future and younger supporters live in a mobile world, I built a fully responsive and optimized site for mobile.

Homepage

Impactful messaging and strong photography tell the story of BCRF and its mission.

Why Research

It showcases the value of research and milestones BCRF has accomplished and the importance of its mission.

Our Impact

Quick overview BCRF has made by its 275 researchers around the world organized by focus areas.

Mobile First

Designed with mobile-first thinking in mind and recognizing that future and younger supporters live in a mobile world. Supporters can quickly learn about BCRF’s approach to fighting breast cancer and join the fight from their phones.

Results

500% INCREASE IN
MOBILE DONATIONS

52% INCREASE IN
SITE TRAFFIC

54% INCREASE
IN PAGE VIEWS