The NGO Americas Amigas, created in 2009 by Barbara Sobel, then wife of the US ambassador to Brazil, had its visual identity created by Nizan Guanaes. Now, be:brand, from Luciano Nas and Marcello Urdiales, is in charge of a project to renew the brand of the institution, which works to fight breast cancer.

The icon of a butterfly (whose idea was to associate the metamorphosis process with the transformation that the entity's work can cause in society) gained new colours and features. Before green and blue, the brand now has the colours pink and lilac and the pink ribbon was included, symbolising the Pink October campaign against breast cancer.

Américas Amigas raises funds to buy mammography devices donated to public hospitals all over the country (there is only one in a private hospital, Albert Einstein, but it can only be used for low-income people). Since its foundation, the entity has already managed to purchase 23 devices that benefit women in 11 states (over 330,000 exams have already been performed). Each mammography device purchased by Américas Amigas costs, on average, R$ 1 million.

SOURCE: MEIO & MENSAGEM | DATE: 25/08/2015

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