Case Study: Asociación Española Contra El Cáncer builds a people-first brand identity with Saffron Brand Consultants

Asociación Española Contra El Cáncer modernizes its brand after 70 years with Saffron Brand Consultants

The customer, Asociación Española Contra El Cáncer, a leading organization in the fight against cancer in Spain for nearly 70 years, faced the challenge of a brand that was perceived as outdated and disconnected from modern society. They partnered with vendor Saffron Brand Consultants on services including Brand Identity and Brand Architecture to create a new, people-first brand identity that could better connect with their audiences.

Saffron developed a comprehensive solution that modernized the brand by shortening its public name to the more dynamic "Contra el Cáncer" and creating a visual identity centered on a single line to symbolize the unique journey of each person affected by cancer. The result was a bright, optimistic, and flexible brand system designed to demystify cancer and work across all media. Saffron also established a transitional plan for logo implementation and a solid brand architecture to support the organization's future growth, successfully repositioning it as a contemporary and courageous people-first organization.

Asociación Española Contra El Cáncer