Love Bus
Services
Honoring a legacy. Building for the future.
Love Bus is a Massachusetts-based nonprofit dedicated to supporting children with cancer and their entire families — including siblings and caregivers — through free integrative therapies, complementary activities, and holistic programming. The organization envisions a world where every child with cancer has the emotional and practical support they need to thrive through treatment and beyond. Since its founding in 2006, Love Bus has supported over 3,400 individuals and currently serves more than 460 families across the region.
Challenge
As Lucy’s Love Bus approached its next chapter, the organization needed to evolve its identity to grow awareness and reduce confusion, without losing the trust, emotion, and legacy at its core.
Strategy
Lucy’s Love Bus sought a strategic partner to lead a human-centered rebrand. The brand strategy, positioning, and naming framework were developed to honor Lucy’s story while creating a clear, inclusive foundation for the future.
Imapct
A unified brand direction that preserves emotional connection, strengthens differentiation, and positions the organization to expand reach and impact across New England.
