Gold Standard.
How We created the The new york proton center brand from the gound up and launched the fastest-growing proton center in history.
Gold Standard.
How We created the The new york proton center brand from the gound up and launched the fastest-growing proton center in history.
#1
Fastest Growing
Proton Center in the U.S.
30
Percent of new patients
come from digital marketing
42
Percent Increase in leads post COVID-19
Power Trio.
The New York Proton center is a unique consortium of Healthcare powerhouses: Memorial Sloan Kettering, Mount Sinai hospital and Montefiore.
Power Trio.
The New York Proton center is a unique consortium of Healthcare powerhouses: Memorial Sloan Kettering, Mount Sinai hospital and Montefiore.
OUR CHARGE
Memorial Sloan Kettering, Mount Sinai and Montefiore joined forces in a rare consortium to create the first proton center in New York City. White Rhino was honored to create the entire the New York Proton Center brand. In our very first meeting the executive team envisioned this bold project as the “gold standard” in proton therapy.
Proton therapy is an advanced form of radiation treatment that can precisely target tumors without the unwanted side effects. But, at the New York Proton Center, it’s not just about the fight against cancer. This modern new facility in the heart of New York needed a brand that would support its mission to provide patients a future after cancer.
The brand
The brand
The “WOW” vs THE “HOW”
Talking to patients, we learned that they were far less interested in the complex science behind the technology and far more interested in what it would do for their lives. This ran counter to the way that each of the thirty-one other proton centers in the U.S. messaged their audience. Patients were amazed that their lives continued to move forward even during the peak of proton therapy treatments. The side effects were minimal and they lived their lives much the same way they did before their cancer. It boiled down to this: NYPC wants patients and families to be defined by their lives, not their cancer – to continue their lives without pause during and after treatment.
The brand look and feel
Far from technically-focused, the logo mark and entire identity was designed to connect to the uplifting and optimistic way in which patients could live their their lives.
Life Advances
When life continues to move forward while winning the battle against cancer, that’s when life advances. When major research breakthroughs change the way cancer is treated, that’s when Life AdvANCEs.
Life Advances
When life continues to move forward while winning the battle against cancer, that’s when life advances. When major research breakthroughs change the way cancer is treated, that’s when Life AdvANCEs.
GRAND OPENING video
A 2:00 story that connects with patients and researchers alike.
A personalized Web Site experience
Every aspect of the site was designed to meet the patient where they were. Patients told us they wanted to hear uplifting stories about other patient experiences. They were surprisingly uninterested in the amazingly complex technology behind that makes proton therapy possible.
