for health
Sector
Private cancer care
What we did
Brand activation
The task
GenesisCare, a leading independent provider of cancer care, was entering a new phase of growth with a bold strategic repositioning. The ambition was to challenge traditional perceptions of cancer care through a more modern, patient-centred experience.
Alongside this came a distinctive new visual identity. A vibrant green colour palette, minimalist design and imagery inspired by nature moved away from conventional healthcare branding to create a calmer, more human experience.
The brand blueprint and identity had already been created when we were appointed to support the activation of this new brand across every touchpoint; working closely with the UK marketing team to ensure the strategy translated into a consistent experience for patients, healthcare professionals and colleagues.
GenesisCare
Activating a new brand identity and positioning
Work
Over several years, we developed and embedded the new brand across the organisation, including:
— Brand application across patient, HCP and digital
communications
— Brand messaging and narrative framework
— Tone of voice development and writing guidance
— Visual communication systems to simplify complex
medical information, including treatment timelines,
anatomical illustrations, comparison tables and
educational explainers
Result
GenesisCare's new strategic positioning and brand identity was successfully implemented, creating a cohesive brand experience across every audience, channel and touchpoint. By aligning messaging, language, design and content, every interaction reinforced the brand's distinctive identity and delivered on its promise of more human, patient-centred cancer care, helping establish GenesisCare as one of the UK's most recognisable and differentiated private healthcare brands.
