When it comes to oncology, medicine has advanced in big ways. But the business side of running an oncology practice hasn’t kept up. In the age of automation, back-office operations are often tedious, siloed and completed manually. Factors that contribute to misused resources and the growing cost of cancer care. That’s where AC3 comes in.
AC3 is a practice intelligence platform that harnesses the power of data to improve the quality and speed of back-office work. Allowing doctors and staff to trade paperwork and process for a more meaningful purpose—caring for patients. With care being core to their business, the real obstacle was creating an identity that lived up to AC3’s cutting-edge capabilities as well as their impact on patient care.
Cancer is humbling and, most importantly, human. So the branding had to communicate the function of a tech-driven product in a very human way. In addition to a visual identity, AC3 needed a way to talk about themselves to a more public audience. We developed positioning that helped define who they are. And rooted it in the real-world, analog benefits doctors and patients experience. Productivity, revenue, quality of care, this platform gives doctors the ability to do more. A lot more.
For the mark, we took a nod from the company’s namesake—Advanced Cancer Care Centers—and aligned it with the platform’s ability to improve operations within a practice exponentially. We let positioning guide design and the result was meaningful.
With any tech-based product, there’s a concern around sharing proprietary imagery—a challenge we faced when representing the product in a tangible way. Rather than showing the software itself, we focused on the moments AC3 makes possible.