The Colorectal Cancer Alliance (the Alliance), a nonprofit founded by 41 colorectal cancer survivors, came to us to energize their brand and give meaning to the term "alliance". We positioned the vast network of patients, caregivers, families, survivors, volunteers, and providers as a Nation of Allies, represented by a pattern of vibrant  "a"s. Individual "a"s also feature allies popping out, providing a platform for individual stories and representing the passion of this extraordinary group of people.