Build something hopeful.

Over the past 60+ years, the organization has funded 180 of the brightest minds in cancer research. From their founding to the present day, their commitment to their mission is relentless. We drew inspiration from old black and white photographs and hand-written letters showing some of their pioneers hard at work. We wanted to balance their long history of impact with their cutting edge approach to research today. The result is strong, emotional messaging—of "fighting" and "hope" and "bold ideas"—that better tells their story and moves users to action.

To modernize their brand and strike the right tone with users, we crafted an entirely new visual identity—logo, typography, color palette, and style guide. We used elements of the hand-written letters and old photographs in the design itself, further driving home the organization's long history of impact.

The main goal of the new site was to connect with potential donors and increase donations. We prioritized this conversion in designing the user flow. In addition, we integrated with a donation platform on the back-end to make it a frictionless process. To remove any decision fatigue, users can either donate a custom amount or choose from three benchmark sums. And it worked—there’s been an 81% increase in donations with the new website.