Brand identity and web design
A less invasive way to detect cancer
Pacific Edge is a New Zealand based, globally operating cancer diagnosis company. They specialize in developing innovative cancer diagnostic tests which that make a meaningful difference in the detection of cancer.
One of their products is CXbladder, a urine-based bladder cancer detection and management test. It is non-invasive, which doesn't go for old-school ways of testing. On top of that it's highly effective and more accurate than other urine-based cancer tests.
We were asked to develop a communication strategy, a brand identity, copy and brand carriers for them. These would be used to introduce this brand and product to medical professionals and patients in the New Zealand, Australia, the US and Spain.
Of course, cancer comes with a lot of negative connotations. At the same time, CXbladder sheds a positive light on all the testing patients need to undergo. This balance communicating optimism, while being fully aware of patient's physical and mental challenges was at the basis of the brand identity. Getting the product information across accurately and clearly was key, which led to a functional and clean look and feel. This is combined with a friendly, serene and calming atmosphere which is obtained by using specific portrait photography and certain colors from the palette like sand and maroon.
First research into possible design and photography directions
Two websites — one for healthcare professionals, one for patients
Two examples of informational illustrations
Concept, visual design and illustrations
Strategy & Copy