The strategic vc arm of the American Cancer Society
BrightEdge Ventures is the strategic venture capital arm of the American Cancer Society. With one goal in mind: Creating revenue for cancer research and prevention.
Building the brand
BrightEdge has a clear mission of saving lives by creating funds for cancer research. I wanted to create an identity that has a strong stance. This helps represent the financial stability of BrightEdge as a vc firm, providing a sense of trustworthiness. The icon represents a lotus flower symbolizing a healthy, harmonious life.
Creating this identity and working with the team at FINE and BrightEdge was a wonderful experience. My direction for this project remains one of my favorite works to date. Building a design system that looks right at home next to the partner organization, American Cancer Society created a strong and consistent brand feel for this young VC firm with high hopes.
*All work with BrightEdge was done in conjunction with FINE