
A Path to Hope
Embracing Ostomy Life
With 120,000 new ostomy surgeries annually in the US, Embracing Ostomy Life sought to build a brand that could walk alongside every ostomate at all parts of the journey. Whether someone has time to plan for the surgery or is rushed into it unexpectedly, one of the most prominent thoughts that looms is “my life is forever going to be different.” Embracing Ostomy Life provides the resources needed at each crucial moment to give hope to each ostomate. Yes, life will be different, but that doesn’t mean one can’t accomplish anything they want. Many feel lost, hopeless, and without guidance after surgery. EOL provides the support, inspiration, and sympathy for the journey to help new ostomates get back in action We took a hard, life changing topic and built a brand that could resonate with people of all ages and provides hope with every interaction The road to recovery is a windy one with set back, small wins, uncertainty, and ultimately perseverance. Our look and feel shows this journey, opening up a world to utilize many different design elements. We also created characters to digitally hand hold patients throughout the recovery process This is a parent brand for several initiatives and needed to be dynamic enough to allow for elements to come out in each sub brand We often have the pleasure of building new brands or implementing new strategies to existing brands, but rarely does any creative agency have the privilege to build hope. Living with an ostomy bag can be a rather sensitive topic, so we welcomed the challenge to create an approachable, lighthearted brand to help educate new and existing ostomates on services the parent company, Embracing Ostomy Life, offered. This brand also influenced the sub-brands and programs that live under the EOL umbrella. Through the creation of friendly characters and a brand identity involving a squiggly line that can be manipulated to move any which way, we were able to turn a heavy topic into something that empathized with patients but still encouraged them during tough times to smile and push forward. Our line Patients who turn to EOL will be greeted with a brand they can take comfort in.




















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