Blending science and art to unite two brands with a shared oncology
positioning but distinct target audiences
Insight
The landscape of oncology evolves rapidly, overwhelming HCPs with new information and making them hesitant to adopt more effective brands despite supporting data. The remedy for complexity lies in adopting a fresh lens, a new perspective. Refocusing on a singular perspective transforms the cacophony of information into a clear and navigable path.
Approach
The challenge of having multiple brands with rich messaging to impart is ensuring delegates don’t experience information overload. Utilising both art and science, we crafted a narrative that helped the brands align behind a unified strategy.
LED’s formed the spatial design, partnered with circular design, serving three functions; distinguish dedicated brand zones whereby HCP’s are not distracted by other messaging; create a captivating experience showcasing the synergy between science and art; establish a unifying strategy across brands. Interactive elements created opportunities for engagement with micro-activations triggering cancer cells on the LED canvas to change behaviour, along with key messaging and quotes from prominent artists and scientists.
