CHALLENGE
Beauty Gives Back was the philanthropic arm of the Canadian Cosmetics, Toiletries and Fragrance Association and Look Good Feel Better was the name of the program that has helped women cope with the ravages of cancer for the past 25 years. Along with their independence, the new organization wanted to establish a strong, meaningful and differentiating brand.
SOLUTION
Beauty Gives Back engaged Haft2 to do a thorough brand refresh. During the Discovery Phase of our process, it was confirmed that the name Beauty Gives Back was confusing and little known. Look Good Feel Better, on the other hand, was well established and meaningful. The agency created a brand essence pyramid to articulate the brand positioning, brand belief and brand essence. With the brand’s new voice, we began a colour assessment and redesigned the logo. Lastly, the client was provided with a brand standards guide, toolkit and style tile for the website.
RESULTS
The new brand launched on February 23, 2017. The COO made the following remarks. “AMAZING! That’s how well everything went. Donors loved it. Organizers were impressed with the quality and the team is thrilled to have this foot forward.” – Dee Diaz
