Brand strategy & identity
The Fred Hutchinson Cancer Research Center has long been a leading force in the global fight against cancer. But even in their backyard of Seattle, most people were unaware of why they existed, beyond a vague connection to the disease. With their lifesaving research unrecognized, from bone marrow transplantation to the HPV vaccine, it was time to own and celebrate their essential purpose and the outcomes they make possible.
Cures start here.
Embracing the familiar name of Fred Hutch, our strategy connected the brand to real people—cancer researchers, patients and support networks. The identity expresses their energy, passion and progressive drive. All our work, from strategy, identity and messaging to collateral and signage, captures the spirit and science of discovery, in the ongoing quest for cures and the moment of inflection when something new is realized.
Our strategic foundation and guidelines were the backbone of a targeted launch effort boosting awareness and engagement. Centered on human-scale stories, advertising used our brand framework to clearly link research to lives saved.
From competitor to supporter.
To craft a brand worthy of their mission, we immersed ourselves in the culture. Fred Hutch joined us in deep, campus-wide conversations. Together we uncovered key truths about who they are and what they believe—including the conviction that fighting cancer takes all of us. Rather than competing for support in a crowded field, they now see themselves as a central hub from which research is freely shared, fueling the efforts of a wide network of cancer organizations.
The new brand reflects the people and purpose of Fred Hutch, and will evolve and grow as more stories are shared and as research leads to more cures.