Breast Friends

Helping Women Survive the Trauma
of Cancer, One Friend at a Time 

Services Advertising / Brand Strategy / Collateral Materials / Logo & Identity / Naming / Website

Breast Friends is a nonprofit organization dedicated to improving the quality of life for female cancer patients. Their organization teaches friends and family specific ways to offer support, helps them understand what their loved one is going through, and suggests resources for the woman and for those who care about her.

Co-founders, Becky Olson and Sharon Henifin both cancer survivors, are passionate about their work and even more passionate about helping others survive. When they approached Think Joule they were poised for growth, but their brand was not yet ready for the national stage.

Their logo was a generic ribbon and did not stand out from other cancer support organizations. Think Joule took the approach of reimagining the logo to humanize it, making it both compassionate and approachable.

Desiring to expand their outreach beyond breast cancer to other women’s cancers the color palette was expanded to include the trademark color of teal.

The organization had a rich roster of workshops, retreats, resources, events and public speaking appearances, for community, patients and friends and families. The challenge was a clear roadmap to communicate the right message to the right audience. Think Joule used color, iconography and clear messaging to organize their outreach materials.

A complete website redesign followed providing the organization the platform to communicate all this valuable resource has to offer cancer patients and their supporters. It also had to be flexible enough to provide pathways for all the unique audience types that would visit, as well as grow to accommodate affiliates across the country.

Their annual gala provided the opportunity to unveil the brand refresh. From new messaging and brochures, to elegant invitations and lapel pins of the logo, Breast Friends introduced a cohesive brand that was ready for the national stage.

The Girls

With a stylish new logo lovingly referred to as "the girls," the Breast Friends brand is the beautiful personification of the love and compassion that its co-founders breathe into its mission. The brand serves as a platform for the important work of providing resources of emotional support and hope to thousands.

“I want to say how happy Breast Friends was to work with Think Joule on our new image. They are a talented and creative force and hit our vision precisely. We wanted something that could expand our reach to other types of women’s cancer and the “girls” projected the hope and inclusive message without any words. The icons they created represented each of our programs further conveying the warmth of our image. Think Joule created an overall cohesive look for Breast Friends that will last for years to come."
— Sharon Henifin & Becky Olson, Co-Founders, Breast Friends