BRINGING CALM TO THE CHAOS

“tlc” Tender Loving Care^®, a program of the American Cancer Society, was a resource created to help women cope with recovery and appearance-related side effects of cancer. Established 28 years ago, the brand was dated and was not connecting with today’s cancer patients.

With option upon option, consumers today keep finding themselves in a constant state of overwhelm. Even more so for people facing the cancer treatment and recovery journey. From insights derived from interviews with cancer patients, it was clear that a more simple, clean, warm platform to find resources and community was needed. Partnering with Roundsquare Strategy, a brand overhaul began.

THE NAME

One of the biggest concerns for people with cancer is not feeling like themselves. They don’t want to stand out, be treated sickly, or be defined by thier cancer. The name EverYou™ brings the focus back to the person they were before cancer and their hope for a return to normalcy.

THE LOGO

The logo finds inspiration from the Japanese art of Kintsugi, where broken pottery is repaired using gold laquer to accentuate, not hide, breakage – making it stronger and more beautiful. The broken “u” is a reminder that cancer stories, experiences and scars make survivors stronger, and cancer is just a piece of them, not what defines them.

COMMUNICATIONS

From website to catalog, a new, more empathetic messaging structure was put in place to energetically turn “what we do for you” into “what you need from us.” Pairing this tone with a softer, more simplified design aesthetic created a space for cancer patients to find and feel support.