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Chai Lifeline

Rebranding a preeminent health support network for children with cancer.

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.

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