Since they can describe it a lot better than we can:
For the last 15 years, the LIVESTRONG Foundation has made the lives of people affected by cancer their priority, fighting with them to overcome the odds, the expectations and the disease. We were selected to create the organization’s 2012 annual report which would be used to showcase their impact and efforts in a new way.
Partnering with local advertising agency Proclamation, we designed an annual report that visually communicates the layered experience of having cancer. The visual story we created captures the emotional journey from diagnosis to treatment to friends and family support and LIVESTRONG‘s assistance.
Varied textures and patterns layered with complex questions and medical jargon signify the support as well as the uncertainties present throughout an experience that is often overwhelming.
The wash of yellow evokes a sense of optimism and connects to LIVESTRONG and their mission to instill strength, hope and guidance to both cancer patients and survivors.