Humanizing a Highly Specialized Experience, for Cancer Immunotherapy.
2024
Client
Parker Institute for Cancer Immunotherapy
As we began discovery, we found there was no single visual language for immunotherapy, but the science itself offered a powerful starting point.
Among the mix, one concept that stood out to us the most was the antibody, a key player in how the immune system identifies and responds to cancer.
A symbol rooted in immunotherapy.
We want represent PICI’s unique identity through a visual language that highlights the highly specialized yet deeply human nature of the work done. A language that is, iconic, scientific, and empathetic.
Expressing the Human Side of Science Through Color.
Deep Green
Resilience & Trust
RGB 0/104/54
CMYK 91/33/100/26
HEX #006836
Lively Green
Growth & Renewal
RGB 148/197/62
CMYK 147/2/99/0
HEX #94c53e
Vibrant Orange
Energy & Collaboration
RGB 242/146/33
CMYK 2/50/99/0
HEX #f29221
Bold Red
Empathy & Resolve
RGB 198/33/39
CMYK 15/100/100/5
HEX #c62127
Clarity & Warmth, Through Typography.
Noto Sans
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
Nutino
A B C D E F G H I J K L M N O P Q R S T U V W X Y Z
a b c d e f g h i j k l m n o p q r s t u v w x y z
When exploring fonts, we explored modern sans serif fonts that reflected clean lines and open spacing to help bring clarity and warmth, while making complex ideas feel unified and approachable.
Then we asked: What would it look like to bring all these elements together into one unified mark?
A Mark Inspired by the Power of Collaboration.
As we explored this idea, we recognized a strong connection to PICI’s mission.
Like antibodies coordinating complex interactions within the body, PICI connects scientists, clinicians, biotech leaders, and investors to drive progress toward curable cancers.
The mark can draw inspiration from this system. It blends the precise construction of biological forms with a sense of human intention, reflecting PICI’s role as both innovator and connector in the pursuit of breakthrough immune therapies.
One Site, Many Stories, Tailored Instantly,
The Outcome
A single website experience that dynamically adapts to each user’s role, needs, and intent in real time.
Brand expression
Humanized complexity
A more accessible brand and web experience for highly specialized scientific work.
Scalable system
Unified system
A cohesive visual and digital language designed to scale across touchpoints.
Intelligent experience
Adaptive experience
A website framework built to respond to each user’s role, needs, and intent.
Explore More Work
Alpine Home Ecommerce Design
Alpine Home Ecommerce Design
Thrivent Mutual Funds Campaigns
Thrivent Mutual Funds Campaigns
Print & Poster Designs
