Creating Community

The Cystic Fibrosis Foundation is an organization on a mission to cure cystic fibrosis and to provide all people with CF the opportunity to lead long, fulfilling lives. We’ve partnered with the Foundation each of the past few years to craft its annual report—and when they reached out with the request to help them streamline and optimize the visual system for their peer-to-peer events, we were absolutely thrilled. With 70+ chapters across the country and hundreds of events annually spanning fundraising, community building, and awareness building efforts, this is a community with a voice. So we gave that voice a consistent, cohesive, and compelling visual look. Now, they’re equipped to cultivate an invaluable national presence—and, above all, to find a cure.

The System & Guidelines

With such a wide array of marks and system users spanning across CFF’s array of peer-to-peer volunteer teams, we knew a clear, scalable system would be critical to ensuring value. So we developed an immersive usage guidelines document with standards for everything from creating event logos to scaling them for the future. This is a resource that stretches far beyond merely logo standards or color guidance. Instead, we craft guardrails that stretch seamlessly from graphic elements to hierarchy with the parent logo, from print to digital to merchandise, and well beyond. And perhaps most importantly, we dot the document with simple and inviting explainers to share the why—and the how—for every little detail. Armed with a system of recurring styles and frameworks, CFF’s volunteer corps is equipped with a visual system to elevate the event experience for years to come.

“The greatest challenge creatively was finding a way to create a system that could celebrate each unique event, while still feeling connected to the Foundation.”

Kate Staab | Senior Art Director, Contrast & Co.

The Sales & Marketing Extensions

With our comprehensive system and guidelines on hand, we began to explore and test against the bigger picture. From social promotions to digital ads to flyers and beyond, the peer-to-peer visual system needed to adapt from the largest-scale applications to the most miniscule. So we put it through its paces to ensure it’s as scalable as it is eye-catching.

The Swag & Bonus Elements

Now, the real work begins. With countless events to get involved with supporting the Cystic Fibrosis Foundation, there are countless considerations for swag and dynamic leave-behinds that excite, energize, and motivate our volunteers and their prospective communities. The CFF parent brand is the continual backbone beneath each and every design choice we make—but playful applications prove highly valuable in activating communities across the country as we all work together in pursuit of improved outcomes for people with cystic fibrosis.