© 2019  Valeria Lopez Torres

Rein in Sarcoma branding

Rein in Sarcoma Foundation
Branding / Identity / Creative Direction

Rein in Sarcoma, formerly Karen Wyckoff Rein in Sarcoma Foundation, was founded in 2001 as an organization dedicated to providing support for sarcoma patients and encourage sarcoma research.

15 years after, what started as the personal project of a patient who lost the battle against the rare disease, had grown to become one of the most important sarcoma organizations in the Midwest.

In order to support this growth, the organization was in need of a clear and consistent brand to reflect their new goals.


My rebranding proposal focused on creating an identity that honors the organization’s origins and speaks about how it has evolved and its vision for the future.


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.

Based on these findings, it was determined the strongest part the organization was its sense of community and commitment to supporting those touched by sarcoma. At this point, the brand direction became clear: Rein in Sarcoma should convey compassion, care, hope and reliability; the qualities of a supportive organization committed to research, support and education.

"Rein in Sarcoma should convey hope, reliability and authenticity within the community"


"We want to be perceived as a dedicated, compassionate and informative resource for sarcoma prevention"


"In 2025, Rein in Sarcoma would be regarded as one of the most important organizations dedicated to sarcoma research support and education in the US."



The  process began with the logo. We set out to create a fresh logo that reflected a sincere desire to honor their roots and look into the future, and sought inspiration from the things that relate the closest to the organization. The iconic carousel horse, which makes reference to the Cafesjian Carousel in St. Paul, MN, has been an important symbol and landmark of the organization for the past fifteen years: it represents where they were first founded and where their most important event of the year takes place.

Focusing on cleaner lines, the new logo is a fresh take on that iconic symbol and remains identifiable by those who've been involved in the organization for over a decade. The tension of the reins reinforces the action of reining in a disease that had been ignored for so long.




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 also introduced to make a strong statement about the organization's ultimate goal and mission. The effort, dedication and commitment of everyone at Rein in Sarcoma is reflected in: “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. A set of templates was also designed to provide an easy way for anyone in the organization to produce content that adheres to their branding standards. These tools 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.