Some details
When the Addario Lung Cancer Foundation and the Lung Cancer Alliance joined forces to become the largest organization dedicated to serving the lung cancer community, they enlisted Mekanic to build a new brand from the inside out. The two organizations from opposite coasts of the United States each had their own established strategic partners, donor panels, health care providers, researchers, advocates, and networks of loyal
patients that have operated independently for three decades. Six months before the merger and brand launch, the two teams gathered for a two-day workshop, where Mekanic led them through visioning exercises to help begin ideating how the new brand would be positioned, the story it would tell, and how it would come to life. After exploring hundreds of naming conventions, GO2 Foundation for Lung Cancer was selected with the complementary tagline: “Empower Everyone. Ignore No One.” The new visual identity gives the organization a next-gen appeal to bring more public attention to the lack of funding, the stigma that surrounds the disease, and the new hope that breakthrough research is bringing to the lung cancer community.