Through his family members, David Wasilewski had gone through cancer. He had experienced confusion and a sense of being overwhelmed as his loved ones tried to find relevant information about their disease. The entrepreneur decided to develop a new, web-based service to make it easy for those affected by cancer to quickly find the most relevant information – and to connect to others with a similar diagnosis. To establish a strong presence, David negotiated a partnership with the American Cancer Society. He called upon the Element Three team to help establish the brand and its launch communications. Element Three conducted brand research and then created a brand brief, including audience dossiers to clarify audience concerns and key messages. Next, brand boards were developed to demonstrate the new brand’s visual and verbal attitude. The brief and the brand board laid the foundation for development of a name, logo, the web site itself and an introductory animated video – all aimed at attracting people who can help each other navigate cancer.