As a ministry serving families suffering with childhood cancer, Blue Skies relies on volunteers for logistical and financial support to provide these families and their children with a relaxed, fun-packed beach retreat. Away from the fear. Away from the strain and stress. Above the clouds of childhood cancer, to blue skies of faith, hope and love. After volunteering at a few retreats we felt led to create a visual identity system that captured this mission and the spirit of the children we witnessed. The bursts of energy. The personalities. The activities they enjoyed. Showing a child just being a child, free of cancer’s tentacles. The identity system included a “B” logo with an skyward gaze, a customized logotype, colors, typography and photography standards, expressive silhouette illustrations, circular energy bursts, various backgrounds and almost every conceivable application example to ensure the best possible experience for those attending the retreats.