Rein in Sarcoma brand refresh
Identity, Creative Direction
Rein in Sarcoma, is a non-profit organization founded in 2001 dedicated to providing support for sarcoma patients and encourage sarcoma research. Now one of the most important sarcoma organizations in the Midwest, the organization was in need of a consistent brand to reflect their new goals and support their growth.
The process considered the organization's current and prospective growth patterns over the next decade. Board members, volunteers and other stakeholders were surveyed on their vision of the organization for the next years, as well as the qualities and attributes they though the foundation should convey.
Focusing on cleaner lines, the new logo is a fresh take on a symbol that represents the organization's origins and legacy. With a fresh, modern look. the new logo remains identifiable by those who've been involved in the organization for almost two decades.
The tension of the reins reinforces the action of reining in the rare disease.
"Rein in Sarcoma should convey hope, reliability and authenticity within the community"
"In 2025, Rein in Sarcoma would be regarded as one of the most important organizations dedicated to sarcoma research and education in the US."
Name and tagline
Formerly Karen Wyckoff Rein in Sarcoma Foundation, the name update was a very important part of the process. Rein in Sarcoma is a more memorable name that resonates with today's social media dynamic.
A tagline was introduced to make a strong statement about the organization's ultimate goal and mission: “Increase awareness. Increase survivors”.
To ensure brand consistency, a brand guideline manual was produced, which details every aspect for the use of their brand in print and online communications. These ensure that their communication materials always stay updated, current, and consistent across channels.
An important goal of the organization was to engage a wider online audience and increase their social media presence. The new identity was launched in early March across all their social media channels, along with a social gathering later that month. This was a great way to gather first-hand feedback from followers.
With a clear brand direction established, the new identity was officially revealed on their 2016 Annual Report. I art-directed and designed the report following the new brand guidelines.