Everyone against cancer makes a difference

When someone is ill, the whole family is affected. This is the vision of Tout le monde contre le Cancer, an association that has been working since 2005 to bring joy back into the daily lives of sufferers and those around them, to give them the strength to move forward.

After more than 19 years in existence, it was time for the association to realign its convictions, its discourse and its graphic identity to gain in coherence and strengthen its position with its various target audiences.

Because the association’s long-term survival and actions depend on the generosity of its volunteers and donors, it was crucial to project a credible and distinctive image.

The starting point for our strategic response was to more accurately reflect the association’s reality, and to make the pillars of its identity more salient.

The objective: to consolidate the brand and its message, by means of a more structured identity platform, an editorial charter, a logo and a more assertive graphic territory.

Team spirit, joy and mischief are central to the association’s DNA, and form the basis of the new identity. The aim was not only to assert a proprietary graphic signature, but also to counteract the usually miserabilistic discourse.

We therefore designed a range of illustrative mascots, which can be adapted to suit a variety of situations, symbolizing the caregiver-patient-caregiver team that is so central to the association’s vision.

This playful concept humanizes the brand’s message and celebrates the association’s mantra “as long as there’s joy, there’s life” throughout the graphic universe.

– Definition of a new brand platform

– Communication positioning and brand territory

– Design of graphic assets

– Drafting of the new editorial charter

– Implementation on print media and goodies