No company is more committed to making itself obsolete than BrightEdge. Their mission: accelerate the fight for a world without cancer. As the philanthropic venture fund of the American Cancer Society, their appeal to tech-savvy investors is an approach, platform, identity, and digital presence all about results-driven innovation. It's not just about disrupting industries; it's about disrupting cancer.
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Becoming the Brand to BE the Cure
The new BrightEdge visual identity is both a call-to-action and a window to impact. The brand’s BE initials, coupled with a signature slash familiar in the digital world, become an adaptable invitation to / BE the cure. The slash serves as viewfinder, visually connecting donors to patients, families, and innovators, adding personal urgency to finding solutions at the speed of technology.
BrightEdge's Human Story
No matter who you are - from investor, to researcher, to patient, or beyond - chances are you've been impacted by cancer. Again and again, the BrightEdge brand returns to imagery of real people in all walks of life, reminding you that you can BE their cure.
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Accelerating Digital Impact
For an innovation brand like BrightEdge, digital is key. The new web environment conveys a forward-thinking sensibility through subtle use of site dynamics and behaviors, across all types of digital devices. It extends the brand message strategy online, merging people who are impacted, with the invitation to become an "Impact Donor" and BE the cure.