K. Fred Hutch Identity Redesign: While Fred Hutchinson Cancer Research Center is renowned as a leading force in the fight against cancer, the reality was most people don’t understand what Fred Hutch does. The agency’s task was to help create awareness and understanding for the organization. They began by identifying the core truth of what makes them remarkable and articulated an emotional narrative. The agency then created an updated visual identity that captures the brand’s energy, passion and drive. The new mark evokes the spirit and science of discovery, abstractly referencing both the moment of inflection when something new is uncovered and the larger search for cures.
