New York Proton Center

Launching the fastest growing proton center in history.

Takeaways

Crafting a brand that prioritized patient experience and optimism over technical complexity.

Building a personalized website experience to meet patients where they were.

Creating a grand opening video that connects patients and researchers alike.

A better future

Proton therapy is an advanced form of radiation treatment that can precisely target tumors without the unwanted side effects. Memorial Sloan Kettering Cancer Center, Mount Sinai Health System, and Montefiore Health System joined forces in a rare consortium to create the first proton center in New York City. Leadership knew this modern new facility in the heart of New York needed a brand that would support its mission to provide patients a future after cancer.

Gold standard

White Rhino was honored to create the entire New York Proton Center brand. In our very first meeting the executive team envisioned this bold project as the “gold standard” in proton therapy.

Behavioral key

Our B2Me research uncovered a crucial truth about patients: they were far less interested in the technical complexities of proton therapy and far more focused on the impact it would have on their lives. This led us to develop a brand message that celebrated life advancement, emphasizing the ability of patients to live their lives without pause, even during treatment.

Life Advances.

With patient priorities in mind, we designed a brand logo and identity that reflected the uplifting nature of the treatment, connecting with the way patients could continue to thrive even while battling cancer. The brand message, “Life Advances” encapsulated this optimistic spirit, highlighting the ability of proton therapy to empower patients to live their lives to the fullest.