Our approach in this project was based on the fast branding solution, Brandfusion 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 with the two founders of Oncochain, we managed to formulate their long-term vision to allow personalized and widely accessible treatment for each cancer patient. Furthermore, the exploration of the WHY, of ​​the founders’ motivation to start this endeavor, which is often  cumbersome, led us to articulate Oncochain’s mission to innovate through technology, so that cancer has a much smaller impact on the patients’ lives.

The profoundness of Oncochain's mission is what inspires and fuels the brand idea and its promise to build a world united against cancer through viable data. Thus, we brought to life the brand story, whose "title" is suggestively expressed in the slogan "Data comes to life".

Visual identity

In our discussions with Oncochain, the most often used word was “data”. Even so, we quickly realized that this was not the keyword, but it merely represents a conductor, a bridge that links together essential parts of a complex assembly, which gravitates around a central point that fuels the whole system. In that central point we find the patient, as the initiator and also the main beneficiary of the data flowing around him. This data circuit became the blueprint of the Oncochain logo mark. For it to be ownable and relevant for the brand positioning in the market, the logo embodies other symbols as well: the ribbon that stands for fight against cancer, a minimalist representation of a DNA spiral, and a chain link as a hint to the name.

The visual identity is built on the idea behind the tagline, “Data comes to life”. Visuals are composed from different types of data representations and convey a sense of an ever-moving, ever-evolving data flow.