BETAGLUE
THE CHALLENGE
As the treatment began to pick up momentum and show promise in clinical trials, it became clear that the brand and website did not match the potential and calibre their platform deserved to attract the attention of investors and oncologists.
OUR APPROACH
BRAND, TAGLINE AND PRODUCT NAME
We worked together with our design and branding partner Cohesion Labs to develop a completely new brand, product ecosystem and website, starting with a deep dive into the technology and in-depth workshops with the BetaGlue team.
First, we focused on defining BetaGlue’s positioning and value statements, crafting the tagline “Because every cancer patient deserves the best shot at a cure”. This captures their commitment to pioneering standards in radiotherapy, driven by integrity, innovation, passion, and empathy. We also developed a clear tone of voice for the brand.
Next, we developed a new naming system for the treatment. YntraDose® captures the concepts of Yttrium 90 (the radioisotope), intratumoural injection, and one-shot dosage. This was then expanded to create YntraDose-Guide, YntraDose-Glue, YntraDose-90 and YntraDose-Deliver.
DESIGN AND WEBSITE BUILD
The talented team at Cohesion Labs created a visual brand based on a precise grid system paired with a minimal, striking colour palette, reflecting the precision and simplicity of their approach to radiotherapy and desire to stand out from the crowd.
The Cohesion team developed a minimalist, powerful website that showcased their clinical data, while we worked together with the Betaglue team to create clear, compelling copy that showcases the science behind YntraDose, its potential impact for cancer patients, and the advantages for oncologists and healthcare providers.
WHAT THEY SAID
“The rebrand is a result of a thorough and diligent process undertaken by us with Cohesion Labs and First Create The Media. We now have a company name, product name, website and visual identity that is reflective of who we are and how our unique platform technology has the potential to provide a new standard-of-care for a wide range of solid tumour cancer patients.”
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