Branding a New Era in Cancer Care
SHINE Technologies is pioneering a new generation of nuclear medicine. Lutetium-177 is paired with cancer-targeting molecules to deliver radiation directly to tumors while minimizing damage to surrounding healthy tissue.
Challenge:
Turn an extraordinarily complex scientific product into a brand people could understand, remember and believe in. Shine needed a positioning, identity and communications system for their hero medical isotope, Ilumira.
Opportunity:
Lutetium-177 is remarkable science. But n.c.a. Lu-177 isn't much of a brand. The opportunity was to translate the precision and promise of targeted therapy into an identity that could carry both the science and the human story behind it.
The capital L paired with the lowercase u references Lu-177, the medical isotope at the heart of Ilumira.
A single symbol represents the precision of targeted therapy, the optimism of a rising sun and an atomic nucleus.
The slanted A draws inspiration from Ra, the ancient Egyptian sun god, connecting the identity to SHINE's larger idea of Health Illuminated.
