Create a strong brand and message for a regional cancer care center that lagged badly behind its primary competitor in both awareness and consideration.
Using the faces of real patients and caregivers, we highlighted the blend of expertise and compassion that sets Norton Cancer Institute apart from its peers. Using strong black and white imagery offset by a rich blue in the form of an animated ink blot, we created an indelible brand image that was highly differentiated.
Brand health measures have improved dramatically, all coming at the expense of our key competitor. Calls to the Institute’s information line are up significantly as well.