American Cancer Society

Work & Studio of
Lance Alton Troxel

Creative
& Art Direction.
Design.
Also film.
Sometimes music.

Work

Studio

About

Work & Studio of
Lance Alton Troxel

American Cancer Society

It's a terrific and worthy challenge to push a design while still remaining true to the brand, especially with a brand as strong as American Cancer Society's. This is a small collection of work I did with the organization.

Challenge
Communicate the impact of three essential programs at ACS, moving viewers to empathize and donate.

Solution
Working with the Creative Director and Marketing, I shaped
the art direction for these three national commercials, keeping the feel human and authentic. I also did the title design and animation.

Challenge
Show the amazing breadth and impact of the organization for more than a century.

Solution
Mining and researching the ACS archives, I created multiple collages for multiple digital platforms, mixing the decades of influence to quickly show the organization's depth and reach. I also created the lockup.

Challenge
Present a large of amount of detailed information in a compelling, easy-to-follow, urgent-feeling package.

Solution
I was creative lead on this special project for All In Against Cancer, sourcing and designing a small-run booklet aimed at top-tier donors. The campaign needed to feel urgent and timely, so I chose printing on tabloid newsprint. It received high acclaim and became a great tool for the development team.

With the 2023 rebrand, I designed numerous, updated logos for ACS's many (many!) sub-brands. I also re-imagined one of the original logos from the 1920s, which was then featured on products and swag throughout the organization.

Wanting to lead the brand beyond products with only their logo, I lead a team exploring new and attractive ways to present the brand on tees and bags. These are few of my designs.

Work