Branding a Call-to-Action
Deliverable
Market Study
Executive Brand Workshop
Brand Strategy
Initiative Visual Design
Hair for Hope, launched by the HOPE Foundation for Cancer Care, is a hair donation event supporting cancer survivors. It aims to inspire young adults to contribute to public good through meaningful action. The initiative seeks a bold, distinctive identity—one that symbolizes resilience, sparks conversation, and motivates both survivors to share their journeys and youth to drive positive change.
The Challenge: How might we create an initiative that raises public recognition and participation.
This initiative blends branding with qualitative methods—IDIs, workshops, design-thinking, and agile management—to align top leadership. We began by crafting a symbol that captures the event’s dual spirit: donating hair to help those in need and celebrating cancer survivors’ confidence. The design balances clarity and simplicity, embodying the event’s essence. It’s built for easy, consistent application, enabling the foundation—despite lacking in-house design capacity—to manage and implement the identity independently.
The Solution: Create as we would a consumer-facing brand identity that resonates with public value and can be operated autonomously by the internal team.
The "Halo of Hope" symbol, formed by two united half-circles, represents the foundation’s promise to cancer survivors—embodied as a rainbow and a hopeful smile. Its balanced geometry conveys trust and community. The two-color palette—K100 and one Pantone swatch—ensures clarity, ease of reproduction, and consistent branding. The natural tones subtly reinforce the requirement for untreated, undyed hair among participants, aligning visual identity with core values.
The brand strategy and design process aimed to align a diverse management team—comprising cancer survivors and medical professionals—with differing visions for the HOPE Foundation’s future. Through a successful workshop, the team re-focused and collaboratively redefined the Foundation’s brand purpose, establishing a shared “North Star” to guide all future decisions and initiatives.
