The Baldwin Fund
The Baldwin Fund is a 501(c)(3) nonprofit organization committed to achieving cancer prevention and, through research, finding a cure. Their two-pronged approach includes the Carol M. Baldwin Fund for Breast Cancer Research and their $50 million campaign to establish a National Cancer Institute designation for Upstate Cancer Center in Syracuse.
Project Overview
For the 2024 Pixels and Print workshop hosted by the Visual Communications departed in the Newhouse School, we had the opportunity to work with the Baldwin Fund. As a print team member our task was to develop new logos and branding. A main focus was differentiating between the Carol M. Baldwin Breast Cancer Research Fund and their new Designated National Cancer Institute campaign for Upstate Cancer Center. The goal was to create branding that would work to serve all types of cancer during this five-year campaign, but also be versatile to still represent their initial focus on breast cancer.
At the conclusion of this workshop, I continued working with the Baldwin fund to further their social media campaign. This campaign is titled Crush the Can and it is intended to engage people to come up with creative ways to show how they crush the can. Participants are then encouraged to donate to the fund in effort to ultimately crush cancer altogether.
Roles: Senior student leader, print team designer, art direction, copyrighting, logo ideation, tactical planning, publication design
In addition to the visual brainstorming, we also created a wall of sticky notes to group different words that embody that organization. These words and phrases helped up to create copy on the brochure and event posters. Then we began to brainstorm ideas for the social campaign which you will see below. The campaign is titled Crush the Can and it is intended to engage people to come up with creative ways to show how they crush the can. Participants are then encouraged to donate to the fund in effort to ultimately crush cancer altogether.
The Process
The workshop began by splitting up into our teams. As a student leader for the print team I collaborated with my peers to help develop a new logo for The Baldwin Fund. This logo was based off the client’s original cardinal artwork. As you will see below we tested out multiple ideas with the cancer ribbon as the wing, and including many colors to represent all cancers. Once we finalized the logo we went ahead and created the print material such as brochures.
