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Squash Cancer
Squash Cancer is a mission-driven gift business founded by Michelle Fields, a breast cancer survivor. Dedicated to providing comfort and inspiration, the brand curates meaningful gifts that ease the emotional and physical toll of cancer treatment.
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Squash Cancer engaged Bolin Zwieg to develop a comprehensive brand that meaningfully connects with people and supports cancer awareness, patients, and recovery. The brand required a delicate balance of empathy and hope, yet it needed to be stylish and approachable enough to resonate across all ages and communities.
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Bolin Zwieg developed an inclusive brand identity centered on a colorful palette representative of the ribbons for various types of cancer. It was important for the visual identity to tell a story and amplify the brand strategy, using patterns and shapes to tell a beautiful, interconnected story of the patient, process, and community.
The organic shapes featured in the design illustrate how family, friends, and communities take shape in many forms around us as our journeys evolve. A slender ribbon weaving through the amorphous shapes connects patients to their communities and support systems, honoring the infinite connection between loved ones.
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Brand Strategy
Logo Design
Verbal Identity
Visual Identity
Messaging
In January 2021, Michelle Fields faced a routine mammogram that revealed a life-altering diagnosis: stage 1 Invasive Ductal Carcinoma breast cancer, which had spread to her lymph nodes. Over the next 18 months, she endured 16 rounds of chemotherapy, a bi-lateral mastectomy, 25 rounds of radiation, reconstructive breast surgery, and a preventative hysterectomy. Michelle's resilience and courage saw her through these treatments, leading her into remission. During her battle, friends and family often struggled to find ways to offer meaningful support. This insight led Michelle to create Squash Cancer.
