The sponsored project involved a detailed investigation of HFHS Cancer Surgery Center, its products and services. We studied tangible and intangible values related to the HFHS brand vision, culture, and perception in the market in order to design the brand strategy.
There are approximately ten million people living in the United States who have had cancer, and each year 2 million new patients are diagnosed.Given the emotional commitment, and energy level required to work with patients in cancer care, the opportunities for connecting with patients/families are crucial for Cancer Centers.Through a detailed investigation of HFHS Cancer Surgery Center, its products and services, the CCS MFA Interdisciplinary Design class have studied tangible and intangible values related to the HFHS brand vision, culture, and perception in the market. In particular students have maped the experience fromthe cancer patient point of view, identified the critical touch points, and translate their findings into a creative brief that would differentiateHFHS Cancer Surgery Center from its regional and national competitors.
