In depth

Identity design for a new cancer crusader

Late-stage cancer patients are often left powerless when it comes to finding and accessing clinical trials. Driver is a consumer technology company working to radically redefine how patients get visibility and access to potentially life-prolonging treatments. We worked to create a bold, no-nonsense identity system to grab the attention of both patients, doctors, and potential new partners.


Logo family

Our logo family is composed of Stage Sans, that was developed in partnership with the type foundry Letters from Sweden. The typeface is bold and unique – designed to work as the key identifier for the brand and provide consistency across all Driver brand properties and their communications.


To ensure the best visual impression, the logotype is scalable and comes in three different versions to be used according to the size of the surface it is placed on.

Driver is the overarching company owning Plan D

DRV.001 is Drivers first ever produced and patented drug for cancer patients

DRAGON is Drivers robot used for DNA sequencing

Custom typeface

Our custom typeface is bold and unique – designed to work as the key identifier for the brand and provide consistency across all brand properties and their communications.


The Stage Sans type family includes three weights, or stages — Stage Sans 01 (light), Stage Sans 02 (medium) and Stage Sans 03 (bold). It is inspired by the key shape found in a DNA string – a polygon. The typical curved lines of a letter form have been straightened, producing hard angles that have been softened with subtle rounding.


Stage Sans is designed to feel bold and distinctive when seen at display sizes, and is used to command attention with huge headlines. The squared off curves become less visible as the font size decreases, making it a typeface that is still comfortable and easy to read at text sizes.


Stage Sans contains a numeric set, including tabular figures and fractions, a variety of symbols and a stylistic set.

Colors

The color scheme is inspired by the purple fluids of a DNA extraction process for detecting cancer. The brand color also refers to the general cancer awareness color: purple. Though the palette is limited, the varying shades of grey allow us to create unique combinations that can work with any materials.


Teaser website

Far too often, late-stage cancer patients are left powerless when it comes to finding treatment options. It’s a race against time, and time runs out. In this teaser website for Driver’s future platform release, our goal was to awaken people to the current reality that cancer patients face when they see their options running out with standard of care treatments. We do this by simulating the frustrating and often fruitless nature of a patient seeking possible life-extending treatments through the only tool at their disposal — a broad strokes search of the internet. With each phrase searched and results examined, time quickly runs out.


Throughout the experience, the ambient soundtrack and increasing heartbeat lend a sense of realism and urgency. The final crescendo ends with the bold words “cure cancer or die trying.” This motto speaks to Driver’s promise to cancer patients, as well as their core belief that patients also have the power to drive progress in the advancement of cancer treatments, through their contributions and participation in clinical trials for new cancer drugs.


Type:

Branding

Client:

Driver

Deliverables:

Development, UI, UX, Concept

Driver - Identity design for a new cancer crusader

Through a first of its kind platform, Driver set out to radically redefine how patients get visibility and access to potentially life-extending treatments when current known treatment plans have failed. Putting the patient square in the driver’s seat to their own cancer treatment options.

As an early step in a nearly year-long partnership, Hello Monday helped Driver to find a brand voice, visual look and feel that would carry them through important investment rounds and into a first phase public launch in 2017. We knew the brand would have to be flexible enough to scale up as the company did, in order to serve them in their new ventures that will pave the way for new cancer therapies to enter the landscape.

The resulting identity system and no-nonsense messaging style is bold. Designed to command the attention of both patients, doctors, and potential new partners. Now.

In depth

01

Logo family

02

Custom typeface

03

Colors

04

Teaser website

Typography

Stage Sans is inspired by the key shape found in a DNA string – a polygon. It’s designed to feel bold and distinctive when seen at display sizes, and is used to command attention.

Color scheme

The color scheme is inspired by the purple fluids of a DNA extraction process for detecting cancer. The brand color also refers to the general cancer awareness color: purple.

Teaser Website

Late-stage cancer patients are left powerless when it comes to finding treatment options. It’s a race against time, and time runs out. In this teaser website, our goal was to awaken people to the current reality that cancer patients face when they see their options running out.

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