Project
Info
The Brief
We were tasked with creating the visual identity and web presence for renowned Oncologist Dr James Good. In a sea of online information, James wanted to create a site specifically for guiding his current and potential patients through their treatment pathways, offering honest, accurate, and expert advice.
The Solution
We produced branding that reflected the continuing journey of patients through their cancer experience, how every part of that journey is unique for each patient, and how James and his colleagues remain at their side both during and after treatment. We did this through the ring of leaf-like shapes in James’ branding, showing a loop of multiple stages which does not end at one point, but keeps going through every step. This intends to reflect the ongoing care a patient receives, long after their initial treatment. Working within a highly sensitive and impactful field, James was keen to emphasise the importance of information and patient guidance over unnecessary features or industry cliches. The site itself is stripped back to the essential information, putting treatments and cancer-related conditions foremost in the site navigation. Information is set out in bitesize blocks which allows for a piece-by-piece understanding of complex and difficult subjects like surgery and patient expectations. Colour choice deliberately avoided the typically clinical whites and NHS blues to something more relaxed and earth toned with a serious yet relaxed feel.
