Stanford Cancer Center Identity
Challenge: Stanford Hospital & Clinics was building a new Cancer Center and needed an identity that would capitalize on the strong Stanford brand. The identity also had to be distinct enough for the Center to assert its own reputation, independent from the hospital.
Solution: In contrast to the research-based Stanford Hospital brand, CCG developed a patient-centered look and feel for the Cancer Center. The hospital logo was adapted using a muted color palette. Print collateral was scaled down to a more intimate size and featured photos with soft edged focus. This theme was carried over to all patient materials, from welcome kits to treatment guides.