Adding fuel to the cancer fight
Varian
Client
Varian
Services
Identity & Naming
Brand Strategy
Advertising & Conceptual Development
Strategic Messaging & Positioning
Creative Production
Research, Measurement & Analysis
The Challenge
Change the perception of Varian as a company that solely makes radiotherapy machines, to one offering a full spectrum of leading-edge oncology software, hardware and services.
Strategic Decision
Move the focus from radiotherapy and machines to the global fight against cancer.
The A-Ha Moment
I must partner with Varian to provide the best outcome for my patients.
The Creative
We developed print, video, digital banners, landing pages, mobile, and internal communication materials to extend Varian's new brand* and bring it to life across their entire spectrum of offerings.
"Mortar is a tireless partner and consultant to me and continues to be my go-to agency for thoughtful marketing strategies, compelling, effective creative and seamless execution. Apart from consistently delivering smart, succinct creative, they are a total joy to work with. I'm looking forward to our continued partnership as we drive, evolve and extend the Varian brand."
— Maye Chua, Manager, Digital Marketing & Campaign Strategy
The Results
Brand work is executed across the company's entire global communications
Internal excitement and advocacy for the new brand
Dominant presence and differentiation across healthcare oncology landscape
*Broadened and evolved initial brand identity developed by Interbrand
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Mortar Advertising Inc. San Francisco. Advertising. Branding. Creative. Strategy. Marketing.