Brand strategy
& identity

Fred Hutchinson Cancer Research Center

An incredible cause in search of the acknowledgment it deserves

The Fred Hutchinson Cancer Research Center has long been a leading force in the global fight against cancer, but most people were unaware of why they existed. With their life-saving research remaining unrecognized, from bone marrow transplants to the HPV vaccine, it was time to own and celebrate their essential purpose and the remarkable outcomes they make possible.

Connecting with researchers, patients, and families dealing with illness

Embracing the familiar name of Fred Hutch, our strategy connected the brand to real people: cancer researchers, patients, and support networks. This 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 saved lives.

Exemplifying the soul of a life-saving organization

Fred Hutch joined us in deep campus-wide conversations, and together we uncovered key truths about who they are and what they believe—including the conviction that fighting cancer takes all of us.

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.