Cancer Cell Signaling and Therapeutics lab
Cancer Cell Signaling and Therapeutics
Harnessing genomics to develop new therapies for rare cancers
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Keisha Okafor, logo design & illustration
Emily Vriesman, website strategy & build
Kika Tuff, creative direction
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Brand Strategy
Logo Design
Content Strategy & Development
Creative Direction and Production
Custom illustrations
Copywriting
Website Design
UX / UI / UA
The Cancer Cell Signaling & Therapeutics Lab exists to solve one of the most difficult challenges in modern medicine: how do we identify and target the hidden drivers of aggressive cancers that still lack effective treatment options?
Led by Dr. John Brognard, the lab combines cancer genomics, molecular biology, drug discovery, and therapeutic development to uncover novel cancer vulnerabilities and transform those discoveries into new medicines. While the science is highly sophisticated, the underlying mission is remarkably human: helping patients live longer, healthier lives with fewer treatment-related side effects.
Impact Media Lab partnered with the CCST lab to develop a brand strategy, visual identity, and website capable of communicating both the complexity and urgency of this work. Through a collaborative discovery process, we identified a central theme that became the foundation of the project: the pursuit of overlooked opportunities. This idea reflects the lab’s willingness to investigate understudied kinases, explore unconventional therapeutic pathways, and tackle cancers that have historically received limited attention. We translated these concepts into a clear narrative framework that connects cutting-edge research with meaningful patient outcomes.
The resulting brand positions the lab as both a scientific leader and a therapeutic innovator. The website helps prospective students, collaborators, industry partners, and funders quickly understand the significance of the research while creating a stronger platform for future growth. Most importantly, the new identity reflects the lab’s long-term vision of advancing precision therapies that improve quality of life for patients facing some of the most challenging forms of cancer.
The brand centered on
dedication
determination
innovation
With the strategic foundation established, we developed a visual identity designed to embody three core characteristics of the Cancer Cell Signaling & Therapeutics Lab: dedication, determination, and innovation.
The lab’s work requires years of persistence, a willingness to explore uncharted scientific territory, and an unwavering focus on improving outcomes for patients. Our goal was to create a brand that felt both scientifically rigorous and deeply purposeful, reflecting the intersection of discovery, perseverance, and therapeutic impact.
The visual identity draws inspiration from the lab’s focus on signaling networks and hidden biological connections. The custom logo combines branching cellular pathways with circular forms that evoke both molecular systems and the translational journey from discovery to treatment. A palette of deep navy, teal, and cool gray communicates trust, precision, and scientific credibility, while brighter teal accents introduce a sense of progress and forward momentum. Together, these colors create a visual language that feels modern, sophisticated, and distinctly biomedical.
Typography further reinforces the balance between innovation and professionalism. We paired the expressive Mokoko typeface for headlines with the highly legible Open Sans for body copy, creating a system that feels both distinctive and accessible. The result is a brand that stands apart from traditional academic laboratory websites while maintaining the credibility required to engage researchers, trainees, funders, and industry partners. Every design decision was made to communicate a simple but powerful idea: breakthrough therapies begin with the courage to explore what others have overlooked.
web design — home page
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