Rethink Breast Cancer, a charitable organization aimed at educating young women about the disease, got a new look Thursday courtesy of Anomaly‘s Toronto office.
Previously, Rethink’s logo had been soft pink and featured an upside-down question mark. Alison Lawler-Dean, the vice-president of marketing and communications at the charity, said the brand image shifted attitude today. Now the font is bold, brighter, and intended to be a statement rather than a question.
The charity’s previous look
“It used to be softer and about questioning things,” said Lawler-Dean. “Now it’s about a call to action — rethinking as a directive and a brand promise.”
In addition to the new logo, the brand received a digital overhaul. Lawler-Dean said the charity’s goal is to reach and resonate with as many members of its target audience online as possible. Looking to act more like a “media agency,” the new site acts as a content hub for the organization’s projects (like its Live, Laugh, Learn video series about living with the disease and treatment).
“To reach our audience we need to have a great website that can act as that content portal to have up to date information on what breast cancer means to a millennial audience.”
Rethink Breast Cancer has had success in Canada, but Lawler-Dean said the charity wants to geographically expand its audience.
“Our mandate was to get a great looking and great user-experience website that could grow with the organization. By putting everything online, it helps expand our audience and helps get the cause and the education to a much wider database.”
Ultimately, she said, “we want to be the source of breast cancer conversations for millennial women in Canada and globally. Even the way we’re set up in Canada, people are so geographically spread out we need to be able to reach people online.”
Anomaly started working with the charity last fall. “They’ve been an amazing agency partner and provided all of their services pro bono,” Lawler-Dean said.
Dynamic Mind was involved in web development, Wingman VFX did the animation, and photography was done by Nikki Ormerod of Westside Studios.
