The LIVESTRONG Foundation fights to improve the lives of people currently affected by cancer. Created in 1997, the Foundation is known for providing free cancer support services and advocating for policies that improve access to care and quality of life.


LIVESTRONG was looking to redefine its brand story after the Lance Armstrong controversy, and Nike had ended its partnership with the organization.


Much of the brand’s story, reputation and marketing had been built around Lance Armstrong and, by extension, Nike. Meanwhile, its community of supporters was anxious to understand the future of the brand.


We First provided a strategic brand story in a way that would drive and build community engagement.


We First provided a future-facing brand story and strategic guidance for how to redirect the brand to move past brand challenges.


"We First has been a great guide in contributing to our future focus as a Foundation. Simon’s keen research, forward-thinking counsel and passion for significant and authentic social change is palpable. He is a highly capable translator of the horizon line and the necessary steps to reach the marketplace, in the most creative ways. His value is in interpreting among these blended economies on behalf of clients the most effective means to achieve great results."

Morgan Binswanger
Executive Vice President LIVESTRONG Foundation