Pay It Forward Fund is a nonprofit organization that helps women cancer patients pay their bills during treatment. Like many young organizations, Pay It Forward Fund had never given much thought to its brand strategy. Its messaging and visual identity had been cobbled together bit by bit, and its marketing materials failed to distinguish it from its partner organization, the North Memorial Foundation. Consequently the fund’s brand identity had become muddled and its founders were finding it tough to communicate with patients and donors. We gave Pay It Forward Fund the full Kazoo treatment. First we took them through our branding process, which helped them cut the clutter and define who they are, what they do, and how they can connect to their target audiences. Then we executed on the brand, designing a new logo, identity system, tagline, marketing materials, and website. Although we suggested that the clients change their name to something that would better express their brand, they ultimately decided to keep what they had. The new look is clean and evocative, and the clients couldn’t be happier with the final product. Before the rebranding, they often had trouble explaining the fund to patients and donors; now they have a simple, powerful tagline that says it all: “Cancer doesn’t care if you get behind on your bills. We do.” (Click the thumbnails below to view images at a larger size.)