Jade is as a lifestyle-focused, cancer support resource—one that moves beyond traditional medical visuals and tropes. The goal was to create a brand that reflected the full emotional spectrum of the cancer journey, while also feeling chic and editorial.

This concept balanced boldness and softness through a flexible visual system. A dual logo allowed the identity to shift in tone—capturing both a sense of defiance alongside a quieter, more tender expression. The shoppable, editorial-first website mixes content, commerce, and storytelling.

This is a proposed creative concept.