Discovery research
The initial discovery phase included in-depth sessions with the organization's board of directors, uncovering critical insights to inform the rebranding process. Additionally, a brief survey was distributed to the organization's community to gather broader input.
The board of directors' insights…
Reactions to the "Lacuna Loft" name were mixed:
Positives: Some found it artistic and intriguing, particularly after learning the story behind it.
Challenges: Many found it unclear, with associations ranging from apartment complexes to California-based organizations. Mispronunciations and confusion about its meaning were frequent barriers to first impressions.
The name "Lacuna Loft" poses barriers to recognition and discoverability, both online and among potential supporters. It lacks clarity about what the organization offers, which hinders visibility.
Attributes of Effective Names: Successful AYA organization names like "Stupid Cancer" and "Elephants & Tea" resonate with their audiences by being memorable, engaging, and reflective of their missions. A descriptive or evocative name can help Lacuna Loft stand out in a crowded space while maintaining inclusivity.
Board members identified areas to enhance LL’s reach and effectiveness:
Branding: Consider refining the name and visual identity to better reflect LL’s mission and appeal to a wider audience.
Marketing: Amplify the community aspect, creative outputs, and diverse programming. Profile community members to broaden the narrative beyond leadership
Thoughtful personal touches, such as sending materials for workshops, creating a sense of care and inclusion
Insights from the community survey revealed…
The community supports and understands the need for a name change.
"I love Lacuna Loft and would hate for others to miss out on this incredible program due to some confusion, or it being overlooked for funding support, simply because of the name! To quote Shakespeare, 'A rose by any other name would smell as sweet...'" -Jessica R, Lacuna Loft member
"The current name doesn't capture the idea that the organization is not in a geographic space, but is online." -Ryan B, Lacuna Loft volunteer
"I appreciate what services you provide patients like myself so the name shouldn't deter people from participating." -Tanya V, Lacuna Loft member
"Make it more obvious that this is an online community that can help us build relationships.” -Terry G, Lacuna Loft volunteer
"The name should reflect how Lacuna creates an environment and conditions for patients to thrive.” -Samantha S, Lacuna Loft member
Current brand perception
Most didn’t (or don’t) fully understand what the name [Lacuna Loft] means, but once explained, felt it made sense and fit what the organization represents.
Most admit that while they have an established connection to Lacuna Loft because of their relationship and work with the organization, believe it will continue to be difficult to attract new potential members & supporters without a new name or strengthened brand.
Thoughtful personal touches, such as sending materials for workshops, creating a sense of care and inclusion
Choosing a new name…
With the discovery research complete—earning buy-in from both the board of directors and the community—we turned our attention to selecting a new name. During our discussions, Mallory shared her deep love of plants, often likening the care of a garden to nurturing a community of young adult cancer patients. She frequently highlighted a favorite: the cactus, admired for its resilience, strength, and ability to thrive in the harsh conditions of the desert.
After exploring numerous naming options, Mallory felt a strong connection to "Cactus Cancer Society," a name that beautifully encapsulated these qualities.
With the name decided, our next step was to establish a visual identity, starting with mood boards to define the basic look and feel.
Design exploration: mood boards
After discussions with Mallory and her board, the feedback on the mood boards was "we like simplicity of the clean lines from mood board 1, but we want a bit more color. Something like what you have in board 2!"
Design iterations: Sketches and early concepts
Final designs
After initial logo and identity explorations, we began focusing on the concept of plants thriving within terrariums. These plants flourish in a self-contained environment, equipped with all the resources they need—even generating the ideal humidity for their survival. This idea resonated deeply with Cactus Cancer Society’s mission: to provide young adult cancer patients with a safe, nurturing space where they can heal and grow. The metaphor of a resilient cactus thriving inside a terrarium became the heart of the logo’s design.
