Dec 28, 2020

New Case Study: Huntsman Cancer Institute Brand Identity Development

By: Polly Yakovich


Huntsman Cancer Institute (HCI) and Huntsman Cancer Foundation (HCF) needed a unifying brand identity that embodied their ideals and honored the legacy of their founder, Jon M. Huntsman. A Brave New created a brand identity to prepare HCI and HCF for the next 25 years of pursuing their mission.   

Read the full case study.


The Sitch: A unified Identity for the Next 25 Years

A Brave New worked with HCI to identify three challenges: 

  1. Define a set of principles to guide branding and capture HCI’s late founder Jon M. Huntsman’s vision for cancer research and patient care. 
  2. Maintain HCI’s familiar visual identity, but also reposition their brand to stand out amongst other leading cancer centers across the country. 
  3. Harmonize HCI’s branding with that of Huntsman Cancer Foundation (HCF), their nonprofit fundraising organization. 

The Solve: Bringing Everyone Together

A Brave New conducted research, built consensus from a wide panel of stakeholders, and created a brand identity, content strategy, and visual refresh that solved HCI’s three challenges. With coaching from ABN, the client was able to take control of their brand identity and continue implementing it across HCI and HCF. 

The Results: A Whole New Perspective

We knew that HCI’s new brand identity needed to honor the legacy of Jon M. Huntsman, while making it possible for every employee to personally identify with and carry on his vision. HCI’s brand identity now serves as a set of guiding principles that shape every aspect of HCI and HCF’s operations. 

“We wanted to focus on ensuring our brand, and the many ways we communicate about Huntsman Cancer Institute, position our  organization for growth while honoring our history and the legacy of our founder. A key priority to our brand implementation was outlining a process that would fully align and coordinate the communication efforts of Huntsman Cancer Institute, and our philanthropic partner, Huntsman Cancer Foundation.”

-Ashlee Bright, Officer & Director of Communications and Public Affairs, Huntsman Cancer Institute

Check out the full case study.

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