GO2 for Lung Cancer emerged from the merger of two major organizations: the advocacy-driven Lung Cancer Alliance and the patient- and caregiver-focused Addario Lung Cancer Foundation. While the merger promised strengthened impact, the newly combined organization struggled to integrate its programs, teams, and messaging. With initiatives spanning patient support, healthcare delivery, advocacy, and research, the lack of a unified structure made it difficult for GO2 to communicate its mission clearly, align staff, or present a cohesive identity to patients, donors, and partners.

CSG was brought in to analyze the fragmented organizational architecture and create a unified framework. CSG restructured all programs under three clear pillars—Supporting the Patient Journey, Surviving the Disease, and Shifting the Stigma of Lung Cancer, giving the organization a stronger narrative and strategic focus. Building on this clarity, CSG developed a comprehensive new brand identity centered around the bold message, Confronting Lung Cancer Starts Here. The refreshed brand extended across all sub-brands, including Healthcare Delivery, Research, Advocacy and Policy, Events and Community Engagement, and Patient Support Services, ensuring consistency and impact across every touchpoint.

Today, GO2 for Lung Cancer has a cohesive, mission-driven identity that reflects its purpose and energizes its community. The organization has strengthened engagement across survivors, caregivers, advocates, and donors, gaining momentum and visibility through its unified structure and elevated brand presence.