Tough Shit

BRAND IDENTITY, ART DIRECTION | JUN 2023

CANCER IS TOUGH SHIT.
Talking about it doesn't have to be.

Tough Shit hopes to shatter the stigma around cancer-related conversations by demonstrating genuine, appropriate actions that loved ones can take to show meaningful support for those with cancer. Our mission is to help build a strong support system that goes beyond kind words, empowering individuals to stand by their loved ones in a way that resonates with their unique bond.

View the media book and website prototype.