Agendia Precision Oncology Brand Refresh
Client:
Role:
Precision Effect Advertising
Freelance Art Director
Agendia, the only molecular diagnostics company exclusively dedicated to breast cancer. The project called for a complete overhaul of their visual identity and a strategic restructuring of information across their website and marketing materials. The goal was to transform the brand's perception from overtly clinical to more vibrant and approachable, better reflecting their innovative spirit and patient-centered mission.
Challenge:
At a glance, the prior identity lacked a distinct visual language, resulting in a clinical feel that was devoid of human connection. Our refreshed photographic style intentionally moves away from that, aiming to build a more empathetic and approachable brand experience that truly resonates with patients and their journeys.
Solution:
To enhance Agendia's new brand identity, the team developed a photographic style that felt both aspirational and authentic. Moving away from sterile, clinical imagery, we focused on capturing genuine moments that resonated with hope and progress. This involved utilizing natural light and a warm color palette to evoke a sense of comfort and optimism. The photography became the primary visual language, making the brand relatable and human.
The patient's journey a central narrative across all visual language
Throughout the brand, color, photography, and text were intentionally used to infuse a human quality, making the brand more relatable and empathetic while portraying the breast cancer journey in an empowering and supportive light.
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Client: Precision Effect Advertising
Role: Art Director
