Agendia Precision Oncology Website Refresh

Client:

Precision Effect Advertising

Role:

Freelance Art Director

Agendia, the only molecular diagnostics company exclusively dedicated to breast cancer. This initiative 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:

One of the main challenges in redesigning Agendia's original website was its undistinctive, data-driven language, which created a clinical, impersonal experience. To truly function as an effective marketing communication tool for the Agendia rebrand, we needed to address this. Our design priorities included simplifying complex data and science content and, crucially, elevating the brand by making the patient's journey a highly visible and recognizable centerpiece.

Solution:

To address the impersonal nature of Agendia's website, the team centered the patient's journey as the core of the site's visual language. Additionally, the new branding's photographic style imparted the website with a more aspirational and authentic feel. This approach also involved reducing dense blocks of data science text in favor of more visual charts, using color blocking for key information, and adding a human touch through photography. By doing so, the redesign allowed the content to capture genuine moments that resonated with hope and progress.