Background

Personal Ink (P.ink) helps women find closure after mastectomies by connecting them with tattoo artists and offering healing experiences. Founded in 2013 by Noel Franus, P.ink became a program of Fuck Cancer in 2019, expanding its reach across the U.S.

Brief

As P.ink transitioned under the Fuck Cancer umbrella, the brand needed an update. Its look and feel were outdated and didn’t align with the bold identity of Fuck Cancer. Our challenge was to refresh the Personal Ink brand while respecting its legacy and aligning it with the new partnership.

Approach

We adopted the Fuck Cancer font for its strong, bold character and applied a more decorative text descriptor referencing tattoo symbolism. The updated colour palette shifted away from traditional breast cancer pinks to a vibrant coral paired which punches of black, reference both the original brand and aligning it to Fuck Cancer. 

The brand's assets were carefully crafted to reflect its core values. We introduced personal, emotionally engaging photography, tattoo-inspired illustrations, and subtle graphic elements to enhance the brand without overwhelming it.

Outcome

Featured in People Magazine, Pop Sugar, and Oprah.com, the refreshed look has caught the eye across the US media landscape, further amplifying their message. This has helped the organisation expand into new partnerships and strengthen its connection with women across the U.S.