After two decades of serving families facing childhood cancer, we're excited to share an important evolution: Lucy's Love Bus is now simply Love Bus, accompanied by a refreshed logo, tagline, and visual identity.
This change isn't just cosmetic—it's a meaningful transformation rooted in our history, our community's voices, and our vision for the future.
The Journey Begins
The seeds of this change were planted in 2024 when Beecher Grogan, Lucy's mom and our co-founder, stepped away after 16 years of dedicated service. Before her departure, Beecher made a heartfelt request to our Board: remove Lucy's name from the organization. Why? Because what began as one family's mission had grown into something that belongs to every family facing childhood cancer. Lucy and Beecher always envisioned this—an organization bigger than one story, belonging to all who need it.
We aimed to reveal this change by our 20th anniversary in 2026—a full circle moment that would allow us to thoughtfully and deliberately step into our next chapter.
A Collaborative Process
In 2025, thanks to funding from the Cummings Foundation, we partnered with WCM, a professional branding firm, to guide us through this important journey. They conducted extensive stakeholder interviews with staff, board members, donors, longtime supporters, and—most importantly—the families we serve.
A dedicated rebrand committee of staff and board members met for months, carefully weighing every decision. When it came time for major choices, the entire staff and board came together to review options, visualize possibilities, and vote.
What We Learned
The interviews revealed something profound: the connection our community feels to this organization runs incredibly deep. People spoke passionately about considering our organization as a trusted source of comfort, joy, and healing for the whole family. They described the butterfly and orange as inseparable from their experience—symbols of transformation, warmth, and hope. They emphasized what makes us different: whole-family support, flexible access to integrative therapies, and deep personal connections with compassionate staff. What became clear was that any change needed to honor the emotional bond our supporters and families have built with us over twenty years.
The Decision
By late 2025, the answer became clear: no new name could capture who we are better than Love Bus. It honors what our community told us matters most while expressing the heart of our work.
Love represents the warmth, dignity, and compassionate presence we bring to every interaction. Bus symbolizes care in motion—we come to families instead of asking them to come to us, meeting them wherever they are in treatment, recovery, and location.
Our new tagline, "Delivering comfort and connection," makes our mission immediately clear.
A Fresh Look
Our visual identity refresh reflects the characteristics everyone identified as core to Love Bus: comforting, joyful, healing, transformational, compassionate, and empowering.
The new logo maintains the hand-drawn warmth of our original while being simplified and modernized. Butterflies remain prominent—symbols of transformation that have always been central to our story. And yes, our signature orange stays, representing the warmth and hope we've always embodied.
What Stays the Same
While our name and look are evolving, our mission, programs, and commitment to families remain unchanged. We're still the same organization bringing integrative therapies, support, and hope to children with cancer and their families—now with a name that truly reflects that we belong to everyone we serve.
This is Love Bus: legacy and action, tradition and transformation, Lucy's vision made real for every family who needs us.
Still have questions? Check out our FAQs about the brand refresh, or contact info@lovebus.org.
