Problem
Leaving yesterday behind
With the announcement of a successful €80m funding round upcoming, iOnctura — a small, but mighty oncology biotech targeting hard-to-treat cancers, knew two things:
One, there was going to be a lot of eyes on them soon; and two, their current brand was in no state for all of those eyes!
It was vital they capitalised on the attention that was coming their way, so ahead of the announcement of their Series B financing, iOnctura partnered with 330 to set about a complete overhaul
of their visual identity.
Everything was to be torn up, with the rebrand process covering everything from mission statement, through to market positioning and personality traits — even the name itself was considered.
The next chapter of iOnctura's journey is going to be it's biggest and most impactful yet; with products approaching clinical trial and patients reaching out asking to be a part of things; the brand that reflects it needed a complete reimagining.
Solution
Stepping into the future
Beginning with extensive stakeholder interviews and collaborative workshops, the final product was grounded in a simple but powerful mission statement:
"To develop high impact, low disruption therapies that extend healthspan."
We knew this human impact had to be at the centre of everything from a strategic pov. Visually? We just knew we had to stand out. With around 500 new companies founded every year, competition in the biotech world is fierce — and that’s without even considering the giants of big pharma...
Inspired by the mission of creating high impact with minimal disruption, we explored the idea of small actions leading to big changes. This led us to The Ripple Effect, a concept that provided a playground of fun for the creative process.
Whilst things were looking great in static layouts, it was through motion that we felt the brand would truly come alive. So we set ourselves a new challenge — animation and video are great, but the biggest impacts are those you create yourself — how could we put our audience in control?
Exploration led us down a number of routes including WebGL files and 3D imaging software like Spline and Unicorn. They were interesting, but we needed more control. So instead, we set about building a bespoke piece of HTML / JavaScript ourselves, with the end result giving users an engaging, impactful and most importantly; two-way interaction, with The Ripple Effect as soon as they land on ionctura.com.
Impact
No looking back
The new iOnctura is cutting through on every metric measurable; website traffic has jumped substantially (with average daily users more than tripling in the first two weeks), more people are visiting their stand at exhibitions than ever before and most importantly, more and more patients are reaching out to be a part of things and change their lives — priceless impact in a crowded marketplace.
>3x
increase in daily users
+120%
increase in session duration
Speaking of priceless...following the new brand launch, iOnctura were lucky enough to have several parties reach out to them and enquire re follow-on investments to the €80m Series B — something CEO, Catherine Pickering says the new brand undoubtedly played a big part in. It can often be difficult to quantity the ROl of good creative work, so you can't really ask for much more than that!
"I'm immensely proud of this project, refining iOnctura's branding and messaging so it aligns with the ethos, values and mission of the team. I'm so happy with where we have landed - a new fresh, innovative, energy-driven brand which places patients at the heart of our mission"
