Brand Architecture: Uniting Leading Cancer Researchers
The complexity of cancer requires a joint approach. We collaborated closely with leading scientists to build a world-class knowledge community in which cancer researchers work together towards the next scientific breakthrough — made possible through a $120 million investment by leading health institutes and ministries of government.
To build an effective community and platform for scientific collaboration, we immersed ourselves into the world of cancer research. We conducted over 60 in-depth interviews with scientists, government officials, funders, and critics. We observed daily work at research institutions and in hospitals — putting the needs of academia, clinical experts and patients central from the start.
Outsmarting Cancer, Impacting Lives: A Slogan with Purpose
Designing an impactful identity starts by outlining Oncode’s core principles in a memberful manifesto. Defining the shared purpose between the institute and its members led us towards a powerful, future-oriented name: Oncode Institute.
The name fuses the word “oncology” with the aim of unraveling cancer’s genetic code while communicating the authority and unifying power of the institute. The accompanying tagline respects the complexity of cancer and amplifies the unique focus on translating research into practice: Outsmarting Cancer, Impacting Lives.
Design to Decode: Logo that’s Ever Changing, just like Cancer
While designing Oncode Institute’s visual identity, we found inspiration in the human genome, and the irregularities that lead to cancer. We use abstraction and animation to create a logo that represents the community’s shared purpose of decoding cancer.
The logo is ever-changing, just like the collection of diseases that we call cancer, which manifests in each patient differently. To complete the identity, we created a distinctive color palette in orange with maroon, that captures the innovative yet prestigious character that befits a groundbreaking research institute — drawing upon its Dutch heritage.
Simple Motion for a Clear Introduction
An animated video serves as an elegantly simple, and impactful introduction to the institute. With a dynamic visual style, authoritative tone of voice, and crystal-clear narrative, it serves as a crucial communication tool to bring the community's purpose to life.
Constructed entirely of elements that feature in the institute’s logo, the animation brings to life the design language of Oncode’s brand identity. Through absolute abstraction, memberful design and smooth motion, the shapes achieve a dynamic synergy, with voice-overs by Gijs Scholten van Aschat and Tim Gunther.
Road Show: Building the Foundation with Funders
Every ambitious institute is made possible by dedicated funders. In collaboration with Oncode’s Founding Scientists, Momkai directed a Road Show with presentations and conversations with the eight leading health institutes, three ministries, and KWF, the Dutch Cancer Society.
To spread the word, it’s key to attract ambassadors, from patients to the director of the Institute for Advanced Study in Princeton. To inspire influential scientists to join, we brought the manifesto to life in a physical book that can be handed out as a carefully crafted gift.
Royal Launch: Designing the Opening Ceremony
Oncode Institute was officially launched by Her Majesty Queen Máxima in the presence of internationally renowned scientists, Dutch government ministers, and the research community. Every aspect of the launch event was carefully orchestrated with Momkai, from the script and the styling of the spaces to the royal opening ceremony itself.
For Oncode Institute’s launch event, we brought the visual identity to life in a wide range of applications, from keynote presentations to business cards and decorations. For the ceremony, we took a modern approach that fitted the virtual institute. We created a script for the queen to swipe a special interface. This launched a custom animation video on the big screen, introducing the story of the Oncode Institute.
Latest News: Green Light for a
Full Decade
Just five years after launch, the Oncode Institute has exceeded expectations with an impressive track record of scientific breakthroughs and world-class collaborations. Now, the mission continues — thanks to a follow-up investment of 92 million euros from renowned health institutes like KWF and Dutch ministries of government.
Oncode has proven the unique power of its collaborative approach: with over hundred and ten patents filed, a wide range of unique collaborations between leading scientists, clinicians and industry partners, nine oncology start-ups, 1,681 published papers and sixteen studies in the clinical proof of concept phase. Onto the next chapter of shared success.