BOOK ONE VISUAL STRATEGY GUIDE
2
CH 01
VISUAL STRATEGY GUIDE
3
BOOK ONE VISUAL STRATEGY GUIDE
INTRODUCTION
CH 01
TABLE OF CONTENTS
CHAPTER O N E
INTRODUCTION 10 OUR HISTORY 14 THROUGH THE YEARS 16 CHAPTER T W O
THE NEXT FRONTIER OUR MISSION PAST TENSE FUTURE TENSE
20 22 24 26
CHAPTER T H R E E
THE NEW GENERATION
30
CHAPTER F O U R
OUR COMPETITORS
40
v
vi
VISUAL STRATEGY GUIDE
OUR PATIENTS BECOME OUR HEROES. - Lisa A. Newman, M.D., Internationally renowned breast cancer surgeon
PREFACE
vii
08
VISUAL STRATEGY GUIDE
CHAPTER ONE INTRODUCTION OUR HISTORY THROUGH THE YEARS
INTRODUCTION
09
10
INTRODUCTION
CH 01
LIVING LIFE TO ITS FULLEST USED TO BE A LUXURY FOR THE LUCKY FEW. Now, it’s made possible for anyone and everyone. At livestrong, we understand that living without physical and mental barriers is vital to all of us. That’s why we are committed to applying science and resources to push the boundaries of our bodies to the next level. The world cannot wait any longer. The next human evolution-immortality, begins now, with livestrong.
VISUAL STRATEGY GUIDE
11
CH 01
INTRODUCTION
12
CH 01
VISUAL STRATEGY GUIDE
13
CH 01
INTRODUCTION
14
CH 01
VISUAL STRATEGY GUIDE
OUR HISTORY
015
LIVESTRONG ISN’T ABOUT ONE PERSON. IT’S ABOUT THE MILLIONS OF PEOPLE FACING CANCER WHO NEED SUPPORT AS THEY FACE THE TOUGHEST BATTLE OF THEIR LIVES. THE LIVESTRONG FOUNDATION, FORMERLY KNOWN
appeared on a majority of the contenders at
AS THE LANCE ARMSTRONG FOUNDATION WAS A
the 2004 Tour de France. To date, 80 million
NONPROFIT ORGANIZATION THAT FOUGHT FOR MORE
livestrong bracelets have been sold, and
THAN 32.5 MILLION PEOPLE AROUND THE WORLD
have
AFFECTED BY CANCER. We provided direct services,
organizations to start their bracelet selling
connected patients, and communities with individualized
programs.
cancer care and support. We’re proud to have fought against cancer with world leaders, fearless survivors, and industry partners for many years.
inspired
several
other
charitable
Since day one, our main goal was to help cancer survivors and their loved ones. We believe in putting the survivor first, and
The foundation was founded by cancer survivor and former
that is why we created tools and resources
professional cyclist, Lance Armstrong in 1997. It officially
to help ease the challenges of a cancer
launched in 2003 and went viral in May 2004, thanks to a
diagnosis. Additionally, we offered free
fundraising campaign encompassing around a yellow band
one-on-one support to cancer survivors,
with the livestrong logo embossed in the wristband.
caregivers, and loved ones. Outside of our
The livestrong wristband is a yellow silicone gel bracelet program launched in May 2004 as a fund-raising item. The bracelet was developed by Nike and its advertising agency, Wieden+Kennedy. The band became a popular fashion item in the United States by the end of the summer of 2004 and
INTRODUCTION
care facilities, we’ve developed community programs to address the day-to-day concerns of survivors. Thankfully, we didn’t do this alone. We’re grateful to have partnered with institutions and policymakers to change the way the world fights cancer.
CH 01
16
CH 01
THROUGH THE YEARS
1997
1999
2001
2002
2004
2005
2006
2007
2010
Foundation is established
The Foundation launches
The Foundation awards $500,000 to
in 1997 as the Lance
livestrong Survivorcare, the
assistance to survivors affected by
Armstrong Foundation.
predecessor to livestrong
Hurricane Katrina.
Navigation, a free service offering cancer navigation services to patients, caregivers, The Foundation announces
friends and family members.
a shift in focus to the field of
The Foundation hosts the inaugural livestrong Summit.
survivorship. The newly designed and built LIVESTRONG HQ is opened in Austin, Texas.
The first two survivorship
The livestrong wristband
grants are awarded, laying
launches, generating $100
the YMCA of the USA to create
the groundwork for the
million in donations and
livestrong at the YMCA
livestrong Survivorship
starting a worldwide
reaching growing to more than
Center of Excellence Network.
phenomenon of support
80 ymca’s in 40 cities.
for cancer survivors.
VISUAL STRATEGY GUIDE
The Foundation partners with
17
2012
2015
2016
livestrong hires Chandini
2019
2020
2022
2024
livestrong shifts its mission
Portteus, formerly worked
to focus on treating humans
at the Susan G. Komen
with disabilities. After several
Foundation, as their new
trials, the board unanimously
President/CEO.
votes on restructuring the entire organization.
Portteus resigns, and Greg Lee is appointed as President. Greg Lee had served as cfo of the Foundation for over A universal treatment called
ten years.
the “Ultimi-C� cures all forms of cancer. Global efforts gather to make the treatment affordable, safe, and available.
Lance Armstrong resigns as
A medical breakthrough in
livestrong restructures
Chairman of the Foundation.
cancer research finds a cure
the organization to become
for treating breast, lung, and
the world leader in trans-
The Lance Armstrong
prostate cancer. Clinical trials
humanism research and
Foundation changes its
prove the cure to eliminate
provider to enhance human
name to livestrong.
and prevent cancer growth in
intellectual, physical, and
all patients.
psychological capabilities.
INTRODUCTION
CH 01
18
VISUAL STRATEGY
CHAPTER TWO THE NEXT FRONTIER OUR MISSION PAST TENSE FUTURE TENSE
THE NEXT FRONTIER
19
20
THE NEXT FRONTIER Reflecting back on the brand’s past
CH 02
LIVESTRONG HAS NEVER BEEN ABOUT ONE PERSON. It is about the millions of lives we vest who are battling and recovering from unforeseeable threats. In the past two decades, we helped our patients overcome the odds of battling cancer. Now that we’ve defeated the war against the disease, it’s time to look to new horizons.
HOMO SAPIENS, THE FIRST TRULY FREE SPECIES, IS ABOUT TO DECOMMISSION NATURAL SELECTION, THE FORCE THAT MADE US…. SOON WE MUST LOOK DEEP WITHIN OURSELVES AND DECIDE WHAT WE WISH TO BECOME. - Edward O. Wilson, American biologist, researcher, & theorist
The human body is a complex machine consisting of different, interconnected parts. The body is equipped with a protective system which alerts one when they’re in danger. Sometimes, the signs appear too late to reverse course. Regarding evolution, we have come a long way. However, our bodies can succumb to life-threatening illnesses. What if we could push human evolution to the point of invincibility? At Livestrong, we are repositioning our focus on transhumanism.
VISUAL STRATEGY GUIDE
21
Transhumanism aims to transform the human condition by developing and making widely available sophisticated technologies to enhance human intellectual, physical, and psychological capacities. This is based on the premise that human species in its current form does not represent the end of our development. Rather, we should ‘enhance’ the human being through genetic engineering to become ‘posthuman.’ The roots of transhumanism date back to Greek mythology. In Hesiod’s poem, Theogony, Prometheus, best known as the deity who was the creator of humankind, stole fire from Mount Olympus and gave it to humanity, enabling the progress of civilization. The Olympus fire was a turning point in the cultural aspect of human evolution. Like Prometheus in the legendary tale, we are the provider in unlocking the next phase of human evolution.
MEN ARE ONLY SO GOOD AS THEIR TECHNICAL DEVELOPMENTS ALLOWS THEM TO BE. - George Orwell, English novelist best known for his novel, Nineteen Eighty-Four
It’s time we take control of our nature, and cross our ‘natural boundaries’ for it will make us stronger, healthier, more intelligent, and happier. We will accelerate the momentum of pushing the limits of our bodies to new heights. At LIVESTRONG, we stand by our motto:
LIVE BEYOND YOUR LIMITS.
THE NEXT FRONTIER
CH 02
22
OUR MISSION
CH 02
WE STRIVE TO EMPOWER AND STRENGTHEN HUMANITY TO OVERCOME THE LIMITS OF OUR NATURAL CAPACITY. AT LIVESTRONG, WE APPLY SCIENCE AND OUR GLOBAL EFFORTS TO BRING TREATMENTS AND SERVICES TO PEOPLE THAT EXTEND AND SIGNIFICANTLY IMPROVE THEIR LIVES. We aim to set the standard for innovation, improving the human condition, and value in the discovery, development, and manufacture of our evolutionary products. Our portfolio includes medicines and vaccines as well as services outside of treatment. Consistent with our partnerships in the past, we collaborate with other leading global companies and institutions to expand access to accelerate the advancement of human kind. We promise to unlock your greatest potential; more than you could have ever imagined experiencing in this lifetime.
VISUAL STRATEGY GUIDE
23
CH 02
THE NEXT FRONTIER
24
PAST TENSE Reflecting back on the brand’s past
CH 02
NOTHING GOLD CAN STAY. The grid represents the tone and mood for the old livestrong brand. We collected these images as a reminder of what our brand used to be and where we’re departing from. As evident by the grid, the old brand represents teamwork, assistance, hopefulness, and patience. The iconic golden yellow stimulates a sense of optimism and alertness, which is symbolic of our efforts in battling cancer.
VISUAL STRATEGY GUIDE
25
CH 02
LIVESTRONG
THE NEXT FRONTIER
26
CH 02
LIVESTRONG
VISUAL STRATEGY GUIDE
FUTURE TENSE
27
A glimpse into the brand’s future THE FUTURE IS DYNAMIC. These images are compiled together to convey the new progressive direction of livestrong’s new brand. Our new direction evokes energy, courage, liberation, and wonder. Some of the images were chosen carefully to represent a stable, boundless foundation. Additionally, the iconic golden hue echoes faintly in the distance as a way of representing the original core of livestrong in the rebrand.
THE NEXT FRONTIER
CH 02
28
VISUAL STRATEGY GUIDE
CHAPTER THREE THE NEXT GENERATION
THE NEW GENERATION
29
30
CH 03
VISUAL STRATEGY GUIDE
THE NEW GENERATION
31
A look into the brand’s future audience STRENGTH IN NUMBERS. We anticipate a wide gamut of new audiences associating strongly with livestrong. To get a glimpse of who these individuals are, we compiled a list of personas. The following profiles describe in detail who they are and their affiliation with the organization.
THE NEW GENERATION
CH 03
32
AUDIENCE PROFILES
BEN WITNESSED IT ALL. He’s been through the bulletraiding hell in Iraq twice and seen villages perish in a matter of minutes. After coming back home from the war, he feels torn and out of place with his family. To pick himself back up, he wants to commit to helping others who have faltered.
CH 03
• Ben takes his job and his health very seriously. He goes above and beyond the call of duty to train his clients to their full potential. • Ben watches a ridiculous amount of YouTube videos highlighting survival techniques. • When Ben’s not training his clients, he trains in mixed martial arts at a local boxing gym. • Unfortunately, Ben has a history of substance abuse before the military. Therefore, he avoids taking any prescription drugs and illegal substances to numb his symptoms of PTSD.
THE VETERAN Ben Davis
• From time-to-time, he attends a few events hosted by the nonprofit organization, Wounded Warriors. He doesn’t feel the organization can offer the help he needs. • He hates to feel inadequate and weak. Becoming stronger and agile among his peers is what motivates him to train. • Ben never brings up his past. However the locals know his father has a history of violence and abuse.
29 - PERSONAL TRAINER
VISUAL STRATEGY GUIDE
33
THE RELENTLESS MEDIC
WHAT KEEPS ANGELA UP AT NIGHT IS THE THOUGHT OF ONE OF HER PATIENTS DYING. Even when she’s off duty, she clocks in overtime to make sure her patients are taken care of, even when it’s against the hospital code of conduct. She’ll do whatever it takes to save a life. • Naturally, Angela leads from the back. She constantly puts others before herself with no hesitation. • Quite often she risks the chances of getting caught by her supervisors for not going by the hospital’s protocols to treat her patients humanely. • She uses her vacation days to travels with her religious cousin on missionary trips to help out underprivileged areas with minimal or no access to medical help. • Angela hates to waste time on social media. Reading her friends clutter her news feed with irrelevant news upsets and disappoints her. • She doesn’t believe that hospitals should be making massive profits from low-income patients.
Angela Webb 33 - NURSE PRACTITIONER
• Angela chooses not to raise a family. She feels torn by how corrupt society has become and doesn’t have the motivation to raise a child. She’d rather focus on others. • Angela believes in the power of giving. Her favorite book growing up is The Giving Tree.
THE NEW GENERATION
CH 03
34
DANIELLA HAS BEEN TOLD TOO MANY TIMES SHE
CH 03
WON’T AMOUNT TO ANYTHING BIG IN HER LIFE BECAUSE OF HER RACE AND GENDER. Growing up in a male-dominated household has scarred her physically and emotionally. She’s tired of being told what to do while keeping her mouth shut. • She is studying sociology with a focus on urban studies and minoring in criminal justice. • Daniella does anything she can to stay away from her broken home. It’s hard for her to concentrate on school when her house is littered with drugs and addicts. • The only thing that motivates her to excel in college is to get a full-ride scholarship to a prestigious university outside of her hometown. • She takes her pent-up aggression out on police brutality protest. This is where her voice is heard.
THE ARDENT ADVOCATE Daniella Wheeler 19 - COLLEGE STUDENT
• On campus, she’s known as a natural born leader. She utilizes her strong leadership skills to advocate for justice and equality. • Daniella chooses carefully who she associates herself with. From political tensions to corruptions arise, Daniella is very voiceful amongst her classmates. • She knows she’s here to serve a greater purpose other than to be a cliché.
VISUAL STRATEGY GUIDE
35
THE WHISTLEBLOWER
INFORMATION IS THE MOST VALUABLE COMMODITY IN THE WORLD. When it comes to “researching” for his investigative reports, he doesn’t mind getting into trouble. Just as long as he obtains the right information. • Troy has an obsession for bringing down criminals nonviolently. He grew up watching detective shows such as Murder One and Law & Order with his single mom. • He’s slowly trying to cut down his carbon footprint by minimizing his meat intake and traveling on his beat-up, hand-me-down bicycle. • Troy doesn’t fall for trendy and hip fads. Instead, he only affiliates with brands built on social entrepreneurship. • Troy keeps tabs on political socialites, their political agenda and their close network of people who remain to avoid the limelight/media. • He’s obsessed with writing everything down on a standard composition notebook that he carries everywhere. You can say keeping lists and notes is a hobby of his. • When it comes to news reports, he can point out what’s biased, factual, and politically-sponsored.
Troy Burton 23 - INDEPENDENT REPORTER
• Since he grew up pretty comfortably in a middle-class suburban neighborhood, he volunteers regularly for the Big Brother, Big Sister Program, knowing he’s making a difference in a child’s life.
THE NEW GENERATION
CH 03
36
CH 03
IT’S BEEN A LONG JOURNEY FOR SAMY TO MAKE IT TO AMERICA. He feels lucky to have made it this far, but his journey isn’t over yet. His family and friends are still in Syria fighting for their lives. • Samy appreciates any help or resources. It’s hard for him to ask for help due to the conditions he grew up in. Instead, he offers help whenever the opportunity arises. • He’s always quick to think on his feet and act fast. His parents have trained him and his brothers to flee from danger. Now, he’s ready to face it head-on. • He values the friendship he makes with fellow refugees from the Middle East. They connect by sharing stories of hardships and struggles from their youth.
THE AMBITIOUS FOREIGNER Samy Nidhi 27 - HIGH SCHOOL STUDENT
• Samy believes in a future where all conflicts will cease and people will finally come together to set aside their differences and collaborate. • He wants to raise a family in America, but his priority is to get his family out of Syria and into America. • Samy is absolutely against violence. He grew up in terror and despises the ill treatments his family endured. He believes that change happens through non-violent tactics. • Although he doesn’t consider himself skilled in any particular field, he points out that his will power is his greatest asset.
VISUAL STRATEGY GUIDE
37
AS A YOUTH MINISTER OF THE VICTORY WORSHIP
THE YOUTH LEADER
CHURCH IN JERSEY CITY, CALVIN CONTINUES TO BE A POSITIVE ROLE MODEL TO THE KIDS IN THE NEIGHBORHOOD
THROUGH
HIS
WORDS
AND
ACTIONS. He represents the community leader who will do anything to protect the ones he loves. In Calvin’s case, actions speak louder than words. • Calvin loves to show off his skills on the court, but only because he’s teaching his kids a lesson: hard work comes desirable rewards. • When he’s not preaching the gospel, he’s spreading his testimony and experiences with drugs hoping his words will convince children to not go down the crooked path. • His relationship with God is the most important priority. His second priority is his community. He’s disappointed in the pain his fellow neighbors inflict onto the community. • Growing up without a positive role-model in his life led to many bad decisions. Now, he makes sure he knows every kid in his ministry and neighborhood by their full name along with their own handshake.
Calvin Johnson 41 - YOUTH MINISTER
• Calvin tries his best to keep a positive relationship with the cops, but it’s difficult for him to gain their trust. • Calvin believes in the power of synergy in a broken community. He stresses how important it is for members of the community to work together. • Every morning, he recites several passages from the bible.
THE NEW GENERATION
CH 03
38
VISUAL STRATEGY GUIDE
CHAPTER FOUR OUR COMPETITORS
OUR COMPETITORS
39
40
PAST COMPETITORS Collection of organizations similar to ours
CH 04
THIS IS THE COMPETITION WE’RE LEAVING BEHIND. Our previous competitors were organizations that offered the same or similar services and resources provided by livestrong. The organizations listed here advocate to provide quality care to cancer survivors. All organizations are in the non-profit sphere. Since these organizations, as well as ours, thrive on donations, we competed for donors in the same sector for the past few decades.
Susan G. Komen They strive to eradicate breast cancer as a life-threatening disease by advancing research, education, and treatment.
Keep A Breast Foundation The nonprofit organization uses art and educational programs to raise awareness of methods of prevention and early detection of breast cancer.
American Cancer Society The American Cancer Society is the nationwide, communitybased, voluntary health organization dedicated to eliminating cancer as a major health problem. They supports research, patient services, early detection, treatment and education.
VISUAL STRATEGY GUIDE
41
OTHER PAST COMPETITORS CH 04
OUR COMPETITORS
42
ADJACENT COMPETITORS Organizations syncing in social impact
CH 04
OUR ADJACENT COMPETITORS ARE ORGANIZATIONS THAT OFFER SIMILAR TYPES OF SERVICES AND RESOURCES PROVIDED BY LIVESTRONG. However, they operate for a different cause, outside of cancer care. Some of the organizations listed here are focused on health awareness, healthy lifestyles, and awareness campaigns.
Amnesty International Their objective is to conduct research and generate action to prevent and end grave abuses of human rights, and to demand justice for those whose rights have been violated.
World Health Organization The World Health Organization is a specialized agency of the United Nations that is concerned with international public health. Their objective “is the attainment by all people of the highest possible level of health.”
Center for Disease Control The cdc is the leading national public health institute of the United States. The cdc is a federal agency under the Department of Health and Human Services.
VISUAL STRATEGY GUIDE
43
OTHER ADJACENT COMPETITORS CH 04
OUR COMPETITORS
44
FUTURE COMPETITORS Entering the ring with determination
CH 04
THE COMPETITION IS FIERCE. Our future competitors are organizations and or companies that livestrong aspires to be in the future. The companies listed here come from different or similar sectors, but they aim for transhumanist achievements.
Defense Advanced Research Projects Agency (DARPA) DARPA is an agency of the U.S. Department of Defense responsible for the development of emerging technologies for use by the military.
Cyberdyne Cyberdyne is a Japanese robotics and technology company most noted for the marketing and distribution of the HAL 5 robotic exoskeleton suit.
Salk Institute The SALK Institute houses 850 researchers in 60 research groups and focuses its research in molecular biology and genetics, neurosciences, and plant biology. Research topics include cancer, diabetes, birth defects, Alzheimer ’s disease, and AIDS.
VISUAL STRATEGY GUIDE
45
OTHER FUTURE COMPETITORS CH 04
OUR COMPETITORS
46
THE NEXT PHASE
THIS IS JUST THE BEGINNING. In the next phase, we’ll unravel the ideation, process, and the finalized design of the new official logo for livestrong. Following after the logo development will be the brand’s new visual standards.
VISUAL STRATEGY GUIDE
47
END
48
Copyright © 2016 Justin Lee
Typefaces Interstate Bold Gotham Book Palatino LT Std Roman Photography Tugolukof Kenary820 Anna Durinikova shutteroly Aspen Photo canbedone Kozlik Volodymyr Tverdokhlib Sources The Mythological Roots of Transhumanism by Trijsje Franssen whatistranshumanism.org livestrong.org wikipedia.org/Livestrong_Foundation wikipedia.org/Prometheus http://news.nationalgeographic.com/news/2009/11/091124 origin-of-species-150-darwin-human-evolution http://news.nationalgeographic.com/news/human-genome project-tenth-anniversary/
This is a non-commercial style guide and is intended for educational purposes only. This does not reflect or represent livestrong. This book was created as part of a project for Academy of Art University. 79 New Montgomery St San Francisco CA 94109 School of Graphic Design Nature of Identity - Fall 2016 Instructor - Hunter Wimmer
VISUAL STRATEGY GUIDE