CANADIAN BREAST CANCER FOUNDATION

Established in 1986, the Canadian Breast Cancer Foundation is the leading national volunteer-based organization in Canada, dedicated to create a future without breast cancer.

Haft2 was charged with developing an identity for the organization at a time before everyone knew what the pink ribbon meant. The brand look needed to be unique, accessible and educational. We looked at the time to colour forecasts to select a light and forward-feeling pink, and then selected an entire corporate palette that would work across all national chapters and audiences, integrating into their largest fundraiser, The Run for the Cure, which in 2009 raised $26.5 million. The result is an identity that is immediately recognizable as one of the foremost cancer-fighting foundations in the country.