The Run for the Cure Foundation, Japan’s leading breast cancer awareness foundation, approached Paradigm to help with a branding challenge.
The NPO started out in 2002 as a charity run but it had grown to become so much more. In addition to the annual run — which is bigger than ever — the foundation now offers Hana-Me breast cancer awareness seminars, holds the annual gala fundraisers Pink Ball and Casino Night, and hosts Cuisine for the Cure luncheons and PiNK Beauty Party events. It also published PiNK magazine for many years.
There were also a lot of other exciting ideas and initiatives the team wanted to try, but they were finding that the name “Run for the Cure” had become limiting.
Since many people already referred to the organization as RFTC, we suggested they make that the foundation’s official name. The team agreed and made the decision to become RFTC Japan.
Paradigm then undertook a comprehensive brand audit, examining all possible brand applications to make sure the new identity could work effectively no matter where or how it was used. We also looked at the NPO brand landscape both in Japan and overseas to identify trends and possibilities.
Next, we worked closely with the foundation to develop some potential creative directions. After a number of phases of refinement, we arrived at the final new RFTC identity. This was announced to the public at Pink Ball in 2018 and the reception was overwhelmingly positive.
The following year, we developed brand application guidelines then redesigned and redeveloped the organization’s website.
Paradigm has been a proud partner of RFTC Japan since its founding. We support the foundation by providing the team with our full range of creative services because we share its desire to see breast cancer in Japan eradicated as a life-threatening disease.
