Chai Lifeline is a worldwide organization that originally provided support to cancer patients and survivors, and mushroomed into an umbrella organization providing over a dozen sub-brands and services for those facing tragedy.
MHCG helped Chai Lifeline explore a logo rebranding that recognized the power of their affiliated sub-brands (of which they were losing brand equity). The new logo is warm, inclusive and approachable, with uplifting shapes and colors indicative of a lifeline that welcomes everyone. The updated identity was vibrant, engaging and conveyed the new brand promise. The new visual system provides a distinct but easy-to-use toolkit for creating communications and outreach materials.