The Story Behind CarsonStrong’s New Identity: Capturing Carson’s Legacy Through Purposeful Branding
Douglas Marketing Group was honored to partner with the CarsonStrong Foundation during a pivotal moment in its evolution—from a local family organization to a national force of hope and healing for children and families facing the unimaginable challenges of cancer and other serious illnesses.
After seven years as the Carson Higgins Memorial Foundation, the organization sought to expand its reach, raise awareness, and create a meaningful and enduring brand presence. Our goal was not only to refresh their identity, but to tell a compelling story that was rooted in Carson’s legacy of kindness, joy, and unwavering positivity.
From the outset, we approached the branding with intention. Every element of the CarsonStrong Foundation logo is steeped in symbolism: the halo signifies Carson’s faith, love, and enduring spirit; the four radiant light beams represent his four brothers, a tribute to family and unity; and the smile-like curve in the “g” reflects Carson’s contagious joy. These details, subtle yet powerful, serve as visual reminders of the Foundation’s mission—to be a beacon of light, love, and support for families across the nation.
Key to the rebrand was the development of comprehensive brand guidelines, ensuring consistency in logo usage, color palettes, typography, and tone. This allowed for seamless brand extensions that support new programs, initiatives, and events—each aligned with the core identity while allowing room for growth.
Our collaboration extended to crafting a strategic brand launch, working alongside their videographer to create compelling storytelling content, including a Giving Tuesday campaign that successfully raised awareness and funds for the “Gift of Time” program, achieving its fundraising goals. We also established a cohesive design system across all materials, from sponsorship decks and event support to stationery, PowerPoint templates, and more.
A major highlight was the Night of Hope fundraising concert featuring Lou Gramm, the original voice of Foreigner, which we helped brand and support alongside their annual gala—a two-day event that combined music, community, and philanthropy.
Through thoughtful design, strategy, and collaboration, DMG helped the CarsonStrong Foundation light the way—amplifying their message of hope and extending their impact across the nation.
