Malecare is a non-profit organization founded in 1997 by Darryl Mitteldorf in New York, USA. The association develops support programs for men with prostate cancer.
Malecare is America's largest support and advocacy organization for male cancer survivors. Being dynamic, the association strives to be the first to understand and implement new technologies for the benefit of patients. Malecare is run by oncologists, psychologists and social workers and is particularly recognized for its health programs for under-represented populations such as African Americans, LGBT and Native Americans. All services provided by Malecare are free of charge to the patient and their families.
Graphéine accompanied the association for the revamp of its visual identity.
The objective was to provide Malecare with a strong brand and a logo that could be identified during its public speaking engagements.
The logotype previously designed for the association consisted of a typographic wordmark that combined the words "male" and "care" with the letter "L" highlighted in red. The letter subtly hinted at the erectile dysfunction suffered by men with prostate cancer.
Founded by Darryl Mitteldorf, oncology social worker and author or co-author of numerous peer-reviewed articles and book chapters, Malecare is America's leading men's cancer patient support and advocacy national nonprofit organization. We helped Malecare to stand out by designing a stronger brand identity with a new logo and visual guidelines. The objectif was to create new graphic assets with a smart concept at its core, keeping in mind the importance to give the new brand an humble touch to respect the patients' dignity.