It’s been more than four years since One Wig Stand was launched. Can you believe how quickly the time has passed?! It’s been a wonderful journey, filled with its own twists and turns, but one that I’m nonetheless extremely grateful for as it has lead us to where we are today.
We’ve met so many exceptional individuals along this journey. People who have generously contributed from their time, energy, magic, creativity and even locks of their hair, to help lighten the load on our shoulders. I’m eternally grateful to each one of them (just to name a few) and to the opportunities that have been afforded to us as a result of their belief in us.
Initially, One Wig Stand was a personal project, an experiment, with no set objective or agenda. And for the first few years, it was just that: a testing ground for ideas and ways we could make a difference in our own way. Although it was not the easiest way to go about it and many big lessons were learned the hard way, not knowing all the answers from the start turned out to (luckily) be a great thing for us. It allowed us to develop our organization organically while retaining the freedom to try out new things and find our voice at our own pace.
Patients are, and will always be, our core inspiration and the motivation for everything we do. It’s their stories, their questions, their concerns, their frustrations, their self-discoveries, their victories, their courage, their smiles and their remarkable journeys that trigger our smallest and biggest actions. And it’s what keeps us asking ourselves: what more can we do to make their cancer experience gentler while catering to their specific concerns?
It’s in regularly asking ourselves that question and in gaining more hands-on experience over the past few years that it all became much more clear. With so many new ideas brewing beneath the surface and our vision for the future paving the way to bigger things we want to be doing, we decided this was the ideal time to rebrand One Wig Stand so that how we looked on the outside could more accurately reflect how we are feeling on the inside.
As a result, we teamed up with talented graphic designer Nayla Yehia to bring this vision to life. The rebrand would mean so much more than just a new logo or a facelift – and Nayla understood that. With her fresh pair of eyes and creative ideas, she embarked on the journey with us back in April; looking inwards with us, helping us clarify what we wanted to express, experimenting with different designs to translate that visually and set the tone moving forward.
“It was essential that the new logo and brand identity communicate efficiently and connect with younger patients, demonstrating empathy while being approachable, much like a trusted girlfriend one would confide in,” describes Nayla. “The logo needed to also exude the forward-thinking-ness that makes the NGO unique.”
“The first sketches were a bit more riske with abstractions of breasts (playfully) incorporated within the letterforms, but there was an understandable concern that it may discomfort the more conservative audience.”
“The next round of sketches experimented with the recognized pink ribbon, integrating it into different letters or shapes. But we were not there just yet. There was a personal story that was begging to be told – and it had been staring at us from the outset!”
Digging deeper, Nayla realized that the common thread connecting what we did with who we did it for (the patient) was the concept of a journey.
“Every breast cancer patient starts a journey from the second that she is diagnosed with cancer, with no two journeys ever being the same even if they may share a common (often, medical) trajectory at times” she explains. “In parallel, the wig stand travels from woman to woman, connecting and comforting them along the way. It is on its own journey to support each of these women in its own way.”
In that way, the wig stand’s journey has come to represent our journey as an organization and our role to be there for the different phases a patient will go through, providing the awareness and support needed.
“The concept of a journey,” as Nayla describes, “is expressed through the pink ribbon’s arrow and resemblance to a path. The pink ribbon is a symbol familiar to everyone and helps people associate with the cause One Wig Stand represents, which is crucial for the times the logo alone needs to do the talking for the organization.”
“But it is its inverted shape that makes it distinct, communicating One Wig Stand’s fresh approach to breast cancer support and awareness. Guaranteed there will be ups and downs along the way, but the NGO’s aim is to help each patient (and co-patient) move forward and up, as indicated by the motion of the path.” shares Nayla. “The concept of the path has also been carried throughout the brand applications, whereby the path becomes a graphic element that playfully connects icons and typography.”
Developing our new logo and branding has been a journey in and of itself (as you can tell) and we’re excited to reveal where it has lead us. As we enter this new phase for our organization, with many exciting projects underway catering to both patients and their families, we hope that you’ll join and be a part of making this difference with us.
Thank you, always, for your continued support!
We’d like to extend an extra special thanks to the friends who were involved with us in the logo development process by providing their personal feedback and allowing us to test ideas on them until we got it just right – including but not limited to: John, Mayssam, Carole, Joanna, Samira, Meedo, Mandy, Mariam, Sally, Cathy, Lana and Cynthia.