When you meet people who want to build something truly important for others, the chance to help them bring it to life becomes, in itself, a reward. Thus we could briefly describe the experience we lived with Roxana and Madalin Margan, the founders of Oncochain, one of the most ambitious and promising tech startups in Eastern Europe in the medical field. They aim to create a research platform to improve data collection on oncology patients and facilitate the delivery of personalised, patient-centred medicine services.
Given the complexity of links and exchanges of information between those involved in the field of oncology - patients, doctors, treatment clinics, research institutions, the pharmaceutical industry, authorities, etc., as well as the shortcomings of the entire system in managing them effectively, Oncochain's mission is as difficult as it is meaningful.
Therefore, the need for clarity regarding Oncochain's vision, its “discourse”, the promise of value it makes to its different audiences, has led us to support a brand foundation process.
Our approach in this project was based on the quick branding solution, Fire Fusion Booster, defining the strategy of the Oncochain brand and its new visual identity through a “sprint” process, carried out entirely in the digital environment.
In the online discovery workshop attended by the two Oncochain founders, we were able to formulate their long-term vision of enabling personalized and widely accessible treatment for every oncology patient. Also, the exploration WHY, of the motivation with which the founders embarked on this often arduous endeavor, guided us towards articulating Oncochain's mission to innovate through technology so that cancer has a much smaller impact on the patient's life.
It is the depth of Oncochain's mission that inspires and fuels the idea of the brand and its promise to build a united world against cancer through viable data. Thus, we brought to life the story of the brand, whose 'title'is expressed suggestively in the slogan “Data comes to life”.
Although the word most often heard in discussions with Oncochain was “date”, we quickly discovered that they are just an intermediary, a bridge between several essential parts of a complex assembly, revolving around a central point that sets the whole system in motion. At that point is the patient, he is the initiator and beneficiary in the data circuit created by Oncochain. This circuit became the plane on which the Oncochain logo was built. Moreover, in order to be easy to decipher in the context of the positioning of the brand in the market, the brand logo has assimilated other symbols: the representative bow in the fight against cancer, the minimalist reproduction of a DNA spiral and the suggestion of a chain link, which conveys the idea of connection that we also find in the name.
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