One challenge they faced was in looking just a little too close to their charity mothership. They needed to look like they meant business for the businesses they work with. To that end, they needed a name, a strapline and a visual ToV which felt dynamic, bold and as serious as the mission they serve - to help beat Cancer. The design strategy helped determine how they could feel aligned but distinct from the charity they help fund. And naming this division ‘Horizons’ placed them at the frontier that is their home turf.

Working with Tracy DeGroose of Brilliant Misfits, we created naming, brand architecture, brand identity design, art direction for branded 'reportage' photography and full brand guidelines for the brands dynamic reinterpretation of the original logos dots.