Positioning Varian as a leader in cancer care

Varian Medical Systems


Office: 厂妹视频 Health

Varian is one of the founding companies in Silicon Valley, specializing in bringing technology innovations to healthcare. Recently, the company divested its imaging business and wanted to leverage its presence in radiation therapy to focus solely on oncology and the broader continuum of cancer care.

With a new commitment 鈥渢o inspire new victories in cancer care,鈥 Varian鈥檚 leadership was determined to drive the industry forward in a new and bold way, and the brand was the first visible step in that direction.

The new visual identity and verbal identity communicate the brand鈥檚 new positioning, 鈥淧eople Powering Victories,鈥 with confidence and simplicity.

Visual identity across advertisements in blue, white and grey
New visual identity on tablet

Through the use of storytelling symbols, black and white images, and a reduced color palette, the brand was immediately able to stand out from competitors. The new voice and messages cut through category clich茅s, bridging both technology and humanity. Visuals of customers and patients emphasize partnership, connections, and compassion. Varian鈥檚 state of the art technology is presented in a clean and sleek way that highlights its mastery and its benefit for the people who need it most 鈥 patients.

The new brand launched at the ASTRO convention in October 2017, solidifying Varian as a leader in cancer care. Employees鈥 reactions were overwhelmingly positive, and competitors were overheard talking about the rebrand鈥檚 powerful impact.

Copyrighted images courtesy of Varian.

Video strategy and story by 厂妹视频Health; production by Bonfire Labs.