Branding Cancer Care

How we crafted an identity for a brand that provides care to the cancer warriors, their families and their doctors

Carer is a team of cancer specialists that work with cancer warriors and their families in managing the side effects of treatment and building the immune system so they can fight cancer better and more efficiently

They do this by creating personalized plans for the Body, Mind, and Nutrition of the cancer warriors in partnership with the doctors, hospitals and medical personnel

We designed a brand guideline that would address this with the sincerity and prudence that is expected of the subject-matter experts.

We ensured that we were empathetic towards everyone in the ecosystem, understanding their different journeys and ways of engagement with CARER.

Concept: The caring Hands

The carer logo is a stylized word-mark with the crossbars of the letters “A” and “E” forming the caring hands. The hands of the caregivers, the hands of the carer as a brand. We acknowledge the fight, the war against Cancer, and we emote our support, our love, and our care with our hands, by doing.

Lavender stands for all cancers, it signifies caregivers. It is the colour of sensitivity and compassion. Yolk yellow is used here to signify positivity. To be used sparingly only as an accent or background color.

Illustration & Photography

Using overtly cheerful models posing as patients or medical professionals or caregivers becomes contrary to the overall atmosphere of the situation and seems insensitive. And so we proposed the usage of illustrations to convey ideas, and visual key features wherever necessary.

The illustration style is modern minimal specifically designed for CARER with the caring hands derived from the logo. The usage of brand colours in the illustration reinforces the brand recall value. The carer is always portrayed in the brand primary colour lavender.