As a startup, One Oncology’s messaging and visual presence was still being formed. It needed to be simple, specific and welcoming to their two unique audiences: doctors and patients. This is a delicate task, as what’s insightful to one group could be overwhelming to another.
In-depth interviews and user-testing helped validate our decisions, particularly from doctors who just need to get to the point of how One Oncology can make them more efficient. Our solution was to temper technical efficiency and advanced data processing with soft branding: light colors, greens, circles, no hard edges.

In order to humanize their offerings, it was vital to position One Oncology’s services, not as operational efficiency, but as a health partner that enables doctors to spend more quality time with patients. 
It was also important to demonstrate empathy for both potential partners and patients, so we developed a voice that is flexible to deliver various tones of content. This helped us switch communication with authority while maintaining a singular, consistent brand.
We created a design system that respects a patient’s need for critical information by stripping away unnecessary ornament. We prioritized thoughtful UX, real photography of patients and doctors, clear typography, and clean layouts.