Knowing Is Worth The Wait
Context
A cancer diagnosis triggers panic.
Patients want to act immediately, yet
treating without biomarker results leads
to missed opportunities. The GCCA needed
to disrupt this urgency. We had to
convince a terrified audience, and their
doctors, that waiting for test results
isn't hesitation. It is the
necessary precision and part of the
treatment.
Approach
We anchored the visual strategy in
"Illumination."
Dark blue signifies the unknown,
transitioning to bright blue as the
brand’s orange dot blinks white to light
up the answer. We scaled this concept
from the
Biomarker IQ Quiz and
patient films to the ASCO GI booth and
printed toolkits and more, creating a
unified, cross-channel experience.
Campaign Strategy
Microsite
Social
Media & Content Creation
Motion
Graphics & Animation
Event Booth
Design
Merchandise & Print
Collateral
We represented the "unknown" of a diagnosis
with a deep blue canvas. To navigate this obscurity, our
motion language introduces
"illumination". Pulsing the
brand’s dot white to visualize biomarkers as lights in
the dark, guiding users from anxiety to precision.
