1in8 Foundation

Ken Vrana of 1in8 asked us to give them some ideas for repositioning 1in8 as a new breed of cancer foundation and to take them to the next level as a respected nationwide foundation. Their business model is centered around early detection and education rather than cancer research and fund-raising events provide financial assistance to local institutions in the community where the fund-raisers are held. 1in8's former identity of an hour glass in which the sand had run out sent the wrong message, and the mark was not able to be reproduced in multiple formats. Also, the new identity and advertising campaign needed to be ready in one week.

We redesigned the identity to create more visibility and impact across multiple applications. The new typeface is serious, bold and powerful, and the colors stand-out on any background.

The ad campaign follows-through with the same powerful impact in the message "Don't be the 1". Its a clever twist on the old message to want to be number one. The statistics are a sobering reminder that too many of us will know someone or be someone touched by cancer. But, with early detection, we can be survivors.

This new ad campaign will be implemented in print collateral, signage, and merchandising for all fundraising events. Although the identity you see here was not the final choice, we were able to create another mark in time to meet the deadline. View the next new project to see the chosen identity.