The Colorectal Cancer Coalition was passionate, smart, and effective, but their brand was often misunderstood.
A brand that gets behind the cure
Visual Identity
The Project
Big Duck’s research showed that the Colorectal Cancer Coalition’s materials didn’t reflect their dynamic organization, staff members described the work differently, and the acronym ‘C3’ didn’t help them stand out in the crowd.
After jumping 100% into Big Duck’s brandraising process, the organization emerged with an energetic, feisty brand. In addition to a new look, we challenged them to change their name and overhaul how they talk about the organization. The phrase “Fight Colorectal Cancer” was already present in some of their materials—and it was a simple, accurate description of their work. This strong, take-no-prisoners expression of what the organization does—Fight Colorectal Cancer—informed the subsequent development of a tagline, messaging platform, and revitalized visual identity.
The Results
“Our organization has always been about empowering patients to take action—getting things done in the fight against colorectal cancer. Thanks to Big Duck, we look and sound more like who we’ve always been and who we’ll continue to be.”
– Carlea Bauman, President, Fight Colorectal Cancer
