BRAND EXPLORATION
MARCH 2020
MESSAGE MAP
A breast cancer diagnosis can often leave the patient—as well as family and friends— feeling overwhelmed and alone. There are a variety of support groups available, but many people want to talk one-to-one with someone who’s been through exactly what they’re going through.
We do this by providing:
Personalized, one-to-one emotional support by phone
- We match you with a Mentor based on much more than just your diagnosis
- We match you with a Mentor who shares similiar interests, personal traits, family dynamics and circumstances
- We can provide you with as much or as little support as you want, from the moment of diagnosis through treatment and beyond
Hand-picked, trusted, practical breast cancer resources
- General breast cancer information - Information on clinical trials
- Connections to breast cancer advocacy groups
- Information on appearance products - Resources for financial help
Professionally-trained Mentors who are also breast cancer survivors
- ABCD Mentors are at least one year past treatment
- ABCD Mentors have attended a 12-hour training session to learn how to provide peer support
- ABCD Mentors actively listen and find answers or solutions to your needs
ABCD BRAND EXPLORATION | MARCH 2020
ABCD provides the most customized support available to anyone impacted by a breast cancer diagnosis.
INITIAL SITE MAP
ABCD SITE MAP: Get matched
Home
» Featured
» Why ABCD?
» The most customized support available
» Get informed
» Get involved » Ways to give
» How we match » About our Mentors » Form: Match me! + Consent » FAQs
Get informed
• For patients
» Second opinions » Treatment decisions
» Breast cancer clinical trials
» Pathology reports » Beyond treatment » Reconstruction » Tips for finding reliable resources » Glossary of Terms » Sister Pact content
» Form: Match me! (+Consent)
• For healthcare providers
» Why ABCD?
» Form: Consent to contact
• For caregivers & family • For everyone » Breast Cancer Facts
Make an impact
• Become a Mentor » About » Training » Form: Become a Mentor + Consent
• Other volunteer opportunities Outreach
Liasons
» Liason Project » Meet our liasons » Form: For liasons (?)
• Attend an event » Buy tickets » Sponsor a table » Awards » Form: Nominate someone
Give
» ABCD by the numbers
» CTA: Make a donation » Planned giving » CTA: Learn more » Corporate Sponsorship » CTA: Learn more
About » Mission + Vision » Our people » Our partners » Annual Reports » FAQs Events » Date with a plate » XXXX
UNIVERSAL MODULES ON ALL PAGES:
[ DONATE CTA ]
[ TESTIMONIAL/GIFT OF EMOTIONAL SUPPORT ]
[ NEWSLETTER CTA ]
[ PARTNERS & SPONSORS ]
[ NEWS/SOCIAL FEED ]
[ FOOTER Contact us, Privacy, Media Room ]
ABCD BRAND EXPLORATION | MARCH 2020 STORY Marketing
STORY Marketing • Advertising • Writing • Design • Planning • Fun
641 West National Avenue Milwaukee, Wisconsin 53204 (414) 220 9663 2 story.com
Blog/News
OPTION 1
DIAGNOSIS After Breast Cancer
DIAGNOSIS After Breast Cancer
DIAGNOSIS After Breast Cancer
After Breast Cancer
DIAGNOSIS
DIAGNOSIS After Breast Cancer
• An updated take on existing logo
DIAGNOSIS Breast Cancer
• Sans-serif font and updated color palette lend a more modern feel
DIAGNOSIS Breast Cancer
• Varying colors signify personalization
• Freshens up the brand while maintaining current brand equity
Arboria
ABCD BRAND EXPLORATION | MARCH 2020
ABCD BRAND EXPLORATION | MARCH 2020
DIAGNOSIS After Breast Cancer
After Breast Cancer DIAGNOSIS After Breast Cancer
DIAGNOSIS
Arboria
After Breast Cancer
DIAGNOSIS
DIAGNOSIS Breast Cancer
ABCD BRAND EXPLORATION | MARCH 2020
ABCD BRAND EXPLORATION | MARCH 2020
OPTION 2
DIAGNOSIS Breast Cancer
Breast Cancer
DIAGNOSIS
• Emphasizing the word “After” communicates a sense of hope and optimism
• Hand drawn lettering communicates personal approach
DIAGNOSIS Breast Cancer
DIAGNOSIS Breast Cancer
BREAST CANCER
DIAGNOSIS
• Could be extended into other messaging to highlight the many “Afters” breast cancer patients, their families and caregivers encounter, i.e. after diagnosis after chemo after surgery after recovery
ABCD BRAND EXPLORATION | MARCH 2020
ABCD BRAND EXPLORATION MARCH 2020
Arboria
DIAGNOSIS Breast Cancer
Arboria
DIAGNOSIS Breast Cancer DIAGNOSIS Breast Cancer DIAGNOSIS BREAST CANCER
ABCD BRAND EXPLORATION | MARCH 2020
ABCD BRAND EXPLORATION | MARCH 2020
OPTION 3
After Breast Cancer Diagnosis
• Overlapping speech bubbles communicate one-to-one conversation
• “b” and “d” are mirrored images of each other, a subtle nod to customized mentorship
• Hand drawn effect emphasizes personal approach
• Speech bubbles could be used to highlight the many types of conversations, questions, fears and hopes that breast cancer patients, families and caregivers face, i.e.
“I’m scared”
“I understand”
“I’ve been there”
“I get it”
“What do I do?”
“Who do I trust?”
ABCD BRAND EXPLORATION | MARCH 2020
abcd
After Breast Cancer Diagnosis
abcd
After Breast Cancer Diagnosis
Nexa, Nexa Italic
After Breast Cancer Diagnosis
what do I do?
ABCD BRAND EXPLORATION | MARCH 2020
ABCD BRAND EXPLORATION | MARCH 2020
ADD’L WORK
DIAGNOSIS
abcd® e power of one-to-one DIAGNOSIS After Breast Cancer abcd® DIAGNOSIS After Breast Cancer abcd® DIAGNOSIS After Breast Cancer
After Breast Cancer DIAGNOSIS After Breast Cancer
abcd® e power of one-to-one DIAGNOSIS After Breast Cancer abcd® DIAGNOSIS After Breast Cancer abcd® DIAGNOSIS After Breast Cancer
After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer
® abcd® e power of one-to-one DIAGNOSIS After Breast Cancer abcd® DIAGNOSIS After Breast Cancer abcd® DIAGNOSIS After Breast Cancer
abcd® e power of one-to-one DIAGNOSIS After Breast Cancer abcd® DIAGNOSIS After Breast Cancer abcd® DIAGNOSIS After Breast Cancer
DIAGNOSIS After Breast Cancer ® DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer
® DIAGNOSIS After Breast Cancer
Adobe Garamond Pro
D I A G N O S I S After Breast Cancer
DIAGNOSIS After Breast Cancer ® DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer
DIAGNOSIS Breast Cancer D I A G N O S I S After Breast Cancer
® D I A G N O S I S After Breast Cancer
®
DIAGNOSIS After Breast Cancer ® DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer
DIAGNOSIS After Breast Cancer ® DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer DIAGNOSIS After Breast Cancer
D I A G N O S I S After Breast Cancer
Breast Afte Afte DIAGNOSIS After Breast Cancer
Breast Afte Afte DIAGNOSIS After Breast Cancer
After
After
After
DIAGNOSIS Breast Afte Afte DIAGNOSIS After Breast Cancer
ABCD BRAND EXPLORATION | MARCH 2020
DIAGNOSIS
D I A G N O S I S
DIAGNOSIS
AFTER DIAGNOSIS breast cancer
after breast cancer diagnosis
ab cd
AFTER BREAST CANCER DIAGNOSIS
after BREAST CANCER diagnosis
abcd
after BREAST CANCER diagnosis after BREAST CANCER diagnosis abcd after BREAST CANCER diagnosis abcd
after breast cancer diagnosis after breast cancer diagnosis AFTER BREAST CANCER DIAGNOSIS
abcd
after BREAST CANCER diagnosis abcd abcd
after BREAST CANCER diagnosis abcd after BREAST CANCER diagnosis abcd
ABCD BRAND EXPLORATION | MARCH 2020
abcd abcd abcd
after BREAST CANCER diagnosis
♥
After Breast Cancer Diagnosis
after BREAST CANCER diagnosis after BREAST CANCER diagnosis
after BREAST CANCER diagnosis abcd after BREAST CANCER diagnosis abcd after BREAST CANCER diagnosis ab c d
abcd
After Breast Cancer Diagnosis
a fter b reast c ancer d iagnosis
abcd
AFTER BREAST CANCER DIAGNOSIS
ABCD BRAND EXPLORATION | MARCH 2020
♥