ACTION
Logo Rebrand & Visual Identity System
Formerly known as CONECTed (Collective Oncology Networked for Exchange, Cancer Care Innovation, Treatment Access and Education), ACTION (Access to Cancer Treatment Innovation Oncology Network) is a national alliance dedicated to improving equitable access to innovative cancer treatments across Canada. With a new name reflecting years of collaboration and progress, they were ready for a visual identity that could match their momentum.
At first, they imagined a light refresh—retain the existing icon, modernize the palette, and refine the typography. But through discovery conversations, competitive analysis, and research into the oncology space, it became clear the brand could work harder for them. The rebrand became an opportunity to tell a clearer, more intentional story—one that would strengthen recognition, reinforce their presence in the oncology and treatment spaces and help reposition ACTION for the future.
The
Ask
At the core, they needed a visual identity that reflected their name change and evolving brand. That included:
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A full logo redesign (primary + variants)
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Colour palette refresh (guided by purple + green direction)
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Typeface recommendations
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Brand icon design (for favicon and social)
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One-page brand guideline sheet
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Final logo files and offboarding package
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The goal was to create a brand that felt aligned with their purpose —something clear, thoughtful, and ready to grow with them. Beyond just updating visuals, the process was about shaping a more intentional narrative: one that could connect the dots between their work, values, and impact. The new identity brings that story to life across platforms, with a design system that’s flexible, focused, and rooted in meaning.
The
Process
The process began with ACTION presenting their new name and a request to update the original CONECTed logo.
Their direction was clear: keep the essence of the original logo, but refresh the colors with a new green and purple palette and introduce a modern typeface. I developed three initial concepts that aligned with their vision, but after reviewing feedback, I saw an opportunity to reimagine the logo with a more dynamic and meaningful approach.
The new concept was built around a lightbulb symbol—a universal marker for innovation—with a twist. Inside the bulb, three abstract figures represent the circle of care: the oncology team, the patient and their support system. Together, they form the wire that powers the light, wrapped in a circular frame to represent equity and access.
Using rounded shapes and soft angles to create a sense of warmth and inclusivity, while bold contrast and clean geometry gave it structure and presence. I brought in a rich plum purple and vibrant cyan blue to strike the right tone—professional, fresh, and grounded in healthcare.
Once the client saw the concept, it instantly clicked. We refined the symbol together, adjusting shapes and spacing until the final form felt right.
Tools & Techniques
Sketchbook exploration to work through visual metaphors
Adobe Illustrator for logo development and refinement
Adobe Photoshop for brand asset development
The Results
The finished identity gave ACTION the clean slate they were looking for, without losing their connection to what came before. The new logo is memorable, meaningful, and adaptable across all brand touchpoints. It also seamlessly integrates with the Save Your Skin Foundation's branding, creating a cohesive look for their collaborations.
The client was thrilled with how the design captured both who they are and where they’re going. The thoughtful refinement of the logo, including the adjustments made to the symbol’s proportions, ensured that it felt just right. It’s already being used on their digital platforms, in advocacy work, and to support their mission to make innovative cancer care more accessible across Canada.
This project was a great example of how a brand refresh can become a full reimagination, with the right balance of strategy, symbolism, and collaboration. The open and ongoing communication throughout the process played a key role in bringing the vision to life, ensuring the final result was both functional and deeply aligned with the client’s goals.
If you’d like to learn more about the incredible work ACTION is doing, you can visit their website.
