The Multiple Myeloma Research Foundation

The Multiple Myeloma Research Foundation (MMRF) is the world's #1 private funder of myeloma research. But as one of the many non-profit organizations in cancer, the MMRF had to stand out in order to succeed.

After identifying the MMRF's key strengths and differentiators, we better articulated the organization's most authentic archetype and built a new brand identity strategy for the MMRF – including mission, vision, positioning, and value proposition.

The new brand identity was translated into a vibrant, powerful identity, and to lock in with the visual identity, we created a tagline that more closely reflected the mission and archetype of the MMRF – "Powerful thinking advances the cure."

We implemented the brand identity across all touch points, including brandmark revitalization and Web site design. The visual identity system was fully articulated as a comprehensive brand book, complete with insight-mining market research findings, brand story, message mapping, and design standards and guidelines.

The MMRF's new identity was enthusiastically received and today, the MMRF still stands strong as a powerful broker of change.