American Cancer Society
American Cancer Society (ACS) faced a serious visual and experiential consistency issue.
The problem was exacerbated by the fact that brand execution lay in the hands of many individuals. With 17 divisions, 3,400 local units and over two million volunteers, it was a challenge for the brand to be executed correctly across the organization.
A redesign of the ACS identity by Interbrand Corporation in 2001 resulted in a complete collateral system that covered stationery, signage, brochures, presentation templates, co-branding guidelines, and forms.
Our next challenge was to ensure the integrity of the new, updated brand across a diverse network, including the national home office, subchapters, and fundraisers.
We built an effective and efficient digital brand management system that allowed each regional division to systematically use consistent and brand approved imagery, language, and advertising. In concert with the national site, we developed individual sites for American Cancer Society’s 15 divisions.
The ACS estimated savings at over US$ 250,000 in the first year of operation with the new Toolkit, while an internal audit showed that the organization achieved a brand consistency rating of over 95 percent. Ongoing revisions are underway to incorporate all divisional sites into one, vast knowledge pool and learning center.