FRED HUTCHINSON CANCER CENTER

Project in partnership with Applied Design Works

Following the merger between famed Fred Hutchinson Cancer Research Center, UW Medicine Oncology and the Seattle Cancer Care Alliance, the branding challenge for the new Fred Hutchinson Cancer Center (Fred Hutch) was to, first, help identify and articulate the core virtues of the alignment of these three exceptional organizations, then coalesce them behind a breakthrough brand strategy and identity. The normal complexity of building a cohesive, forward-looking brand narrative and design while working with three CEOs and their respective organizations was significantly compounded by the additional challenge of Covid isolation— our teams actually never physically met in-person throughout the entire project!

While “branding via zoom” is hardly optimal, real credit goes to the patience, thoughtful support, creativity and committed effort on all sides of our partnership which led to this compelling new Fred Hutch brand platform and identity. As the leading cancer research and clinical care hospital system in the Pacific Northwest and one of the truly pre-eminent cancer centers in the world, Fred Hutch’s new branding and voice perfectly captures and champions its bold “Beyond Cancer” positioning and mission. Their remarkable science and advanced clinical care will lead to more important medical breakthroughs to come so, one day, their vision of life beyond cancer will indeed be a reality for us all. “Look Beyond!”