Battle Cancer
Battle Cancer is a fitness movement that inspires, supports and unites those affected by cancer. To maximise uplift from their partnership with Nike, we were set the challenge of rethinking their brand framework to boost their business performance.
We established the core thought – ‘Radiating Impact’ – to embody their brand and empower their actions. With the Battle Cancer shield at its core, the pattern radiates outwards, reflecting the organisation’s positive impact on the wider community.
The bold striped pattern steps up and makes its presence felt across all touch-points, whether acting as a backdrop to events and activations, or when brought to life through animation for digital output.
We were tasked with building an identity that could flex between feeling approachable and welcoming to casual fitness enthusiasts but also strike a chord with elite-level athletes from within the world of CrossFit.
A large part of the job was to help the team better communicate what participation in a Battle Cancer event looks like and what the individual workouts involve.
Merch plays a key role in promoting Battle Cancer events and raising overall brand awareness. We helped create a number of t-shirts in partnership with Nike, bringing the newly defined visual and verbal language to the fore.
Beyond the tees, we also designed a badge system for creating individual event badges – a popular souvenir for competing participants.
Working with LOP began with a fantastic deep dive into our business and these sessions and outcomes have been the cornerstone of our advertising and customer insight ever since. We worked on identifying the areas of our brand that we wanted to champion, and more importantly, how we go about doing it.
Scott & Freya Britton
Co-Founders & Directors
Battle Cancer
Brand Identity & Communications
Battle Cancer is a fitness movement that inspires, supports and unites those affected by cancer. To maximise uplift from their partnership with Nike, we were set the challenge of rethinking their brand framework to boost their business performance.
We established the core thought – ‘Radiating Impact’ – to embody their brand and empower their actions. With the Battle Cancer shield at its core, the pattern radiates outwards, reflecting the organisation’s positive impact on the wider community.
The bold striped pattern steps up and makes its presence felt across all touch-points, whether acting as a backdrop to events and activations, or when brought to life through animation for digital output.
We were tasked with building an identity that could flex between feeling approachable and welcoming to casual fitness enthusiasts but also strike a chord with elite-level athletes from within the world of CrossFit.
A large part of the job was to help the team better communicate what participation in a Battle Cancer event looks like and what the individual workouts involve.
Merch plays a key role in promoting Battle Cancer events and raising overall brand awareness. We helped create a number of t-shirts in partnership with Nike, bringing the newly defined visual and verbal language to the fore.
Beyond the tees, we also designed a badge system for creating individual event badges – a popular souvenir for competing participants.
Working with LOP began with a fantastic deep dive into our business and these sessions and outcomes have been the cornerstone of our advertising and customer insight ever since. We worked on identifying the areas of our brand that we wanted to champion, and more importantly, how we go about doing it.
Scott & Freya Britton
Co-Founders & Directors
