The brand for Recentin, AstraZeneca’s breakthrough cancer therapy, needed to umbrella multiple cancer types and be rooted in core patient and physician insights. The brand needed to be unique, relevant and above all inspiring.
Research groups revealed key insights: The ‘ladder of hope’ looked at how ‘hope’ changes during the course of a patients’ journey. ‘Constant partner’ highlighted doctor and patient frustrations with treatment limitations. ‘I want to be the exception’ defined the patients and families wanting to ‘beat the odds’. And ‘The Extra Mile’ explored the circumstances and patients that doctors will do more for. The insights formed the brand idea for Recentin, Inspiring Partner.
The mark embodied the spirit of the new brand. Animation explored a dynamic three dimensional landscape from which the entire brand system developed.