Elevating BCAN’s Brand to Reflect 20 Years of Growth and Impact

The Bladder Cancer Advocacy Network, or BCAN, was founded in 2005 and provides patients with the critical information and community support they need to thrive today – and champions innovative research and responsive national policy to inspire hope for tomorrow.

To ensure the rebrand authentically reflected the BCAN community and their aspirations, we grounded the project in research and community insight. Our process included:

• Conducting an audience survey to gather perceptions of BCAN’s current brand and aspirations for the future.
  
• Interviewing BCAN leadership, bladder cancer patients, survivors, and caregivers to deeply understand what BCAN means to the community it serves.
  
• Analyzing the visual identities and brand positioning of other bladder cancer nonprofits and aspirational nonprofit organizations to identify opportunities for BCAN to differentiate and elevate its brand.
• Developing new foundational brand language—including an updated mission statement, vision, values, and elevator pitch—based on the insights we gathered.
  
• Designing a new logo and visual identity that represented hope, strength, and unity while moving away from outdated color schemes.
  
• Creating formal brand guidelines to ensure consistent application of BCAN’s new identity across all communications and platforms.
  
• Developing a campaign and brand launch messaging strategy to guide the rollout of the new brand, including a detailed timeline, channel-specific tasks, and audience communications to manage marketing efforts throughout 2025.

Delivering brand internalization training to equip BCAN’s internal teams with the knowledge, speaking points, and best practices needed to confidently activate and sustain the updated brand.

The rebrand culminated in a powerful new identity that captures the essence of BCAN today. Key outcomes included:

• A modern, memorable logo and visual system that resonates with the bladder cancer community and reflects BCAN’s leadership and credibility.
  
• Foundational brand language that is inspiring, clear, and aligned with the organization’s mission and goals.
  
• An overwhelmingly positive response from the bladder cancer community, who see the new brand as a reflection of their strength, resilience, and hope.

Through this rebrand, BCAN is now positioned to continue expanding its impact—representing and supporting the bladder cancer community with a brand as strong and inspiring as the people they serve.