Country Base: USA
Industry/Sector/Keywords: Nonprofits, Foundations, Healthcare, Medical, Disease, Treatment
Below: Before and After Images in Slide Show, Videos, Summary, Credits


Industry Setting

Cystic fibrosis is a life-threatening, genetic disease that causes persistent lung infections and progressively limits the ability to breathe.

Charities face many challenges: They’re scrutinized for operational costs, fundraising strategies, messaging, and identity. After working with Cystic Fibrosis Foundation (CFF) for many years, we knew they had the first two covered. What demanded attention was the brand.

Cystic fibrosis affects only about 30,000 Americans, so without donors, research will not be funded. And yet, since 1955, CFF has managed a powerful drug pipeline, ensuring that patients who might have once never lived to become teenagers are now in their 40s. That’s why we were honored to help them refocus on a 60-year-old promise.


– Clearly define the ask—help to find a cure for a disease that dramatically impacts the lives of patients and their families
– Create a brand identity underscoring CFF’s long-standing mantra, Adding Tomorrows
– Establish a design approach to apply to new events and programs


With FDA (USA – Food and Drug Administration) approval of a new breakthrough drug, CFF believed they were very close to a cure. They needed a stronger brand to bring stakeholders together with a single rallying cry, and our intention was to reignite stakeholders’ passion.

We created a new logo and established a vibrant color palette which we applied to a collection of CFF-branded programs. Messaging centered around the notion of empowerment, and an animated video breathed new life into their long-standing mantra, Adding Tomorrows.


CFF launched the rebrand at their annual meeting to much praise and exuberance. They asked us to apply the brand to their corporate offices, and to help them create an exhibit booth for key events. Recently, we completed a series of animations for younger patients. We are also developing a rich engagement and storytelling platform for adult patients. And our new campaign for Great Strides, CFF’s most successful fund-raising initiative, will start running in pharmacies nationwide.


Client: Cystic Fibrosis Foundation –

Brand Strategists/Designers: Grafik –

Brand Strategists:
Judy Kirpich
Lynn Umemoto
Creative Direction: Hal Swetnam
Creative Director: Gregg Glaviano
Design Director: Mila ArrisueÐo
Rachel Semenov
Kelsey de Sosota
Production: Heath Dwiggins
Writers: Meredith Light
Client Manager: Lance Wain