Breast Cancer Support Fund – Rebrand

Mystique is very proud to have worked with the Canadian Breast Cancer Support Fund on their recent rebrand.

Inspired by optimism, compassion and wellness, moving forward the organization will be known as the Breast Cancer Support Fund. While still a national organization, “Canadian” has been dropped from the name to end the confusion with the Canadian Breast Cancer Foundation (CBCF).

The brand message is focused on Support. The Breast Cancer Support Fund aims to change the conversation surrounding breast cancer; bringing attention to the fact that that despite millions of dollars raised to find a cure, very little priority has been placed on providing the much needed financial support for the nearly 26,000 Canadians diagnosed with breast cancer every year. It’s why the Support Fund exists. To support breast cancer patients on their journey to wellness by providing short-term financial assistance.

A new logo was designed to reflect this bold stance while conveying multiple layers of meaning. The heart is used to denote the compassion shown by all those parties involved in changing the lives of women diagnosed with breast cancer. Some will see the bottom half of a circle as a ‘smile’. This symbolizes both the optimism during tough times, as well as the end goal of wellness and happiness. Others will instantly recognize the symbol as a breast. What might not be as obvious is that the half circle is actually supporting the breast.