The Challenge: Convince oncologists that Varian is not only the leader in radiotherapy machines, but also an innovative pioneer in software solutions.
The Solution: Establish ARIA Core as more than an information system; it's the leading Oncology Management Platform for unified multidisciplinary patient care.
Creative work began by developing a graphic representation of Varian’s ARIA Core information management software. Inspired by the complete continuum of care ARIA Core provides, the design embraces the boundaryless, multidimensional nature of a mobius to evoke the seamless journey a cancer patient travels while undergoing treatment.
ARIA Core is an all-in-one solution, containing every piece of patient information a clinician needs in a single location. Concepting our additional creative assets, we landed on the idea of a continual, steady flow of data points streaming through our mobius icon, representing ARIA Core’s capabilities of streamlining a clinician’s treatment workflow.
At ASTRO, radiation oncology’s largest annual event, ARIA Core was brought to life with print ads, an animated keynote presentation, product brochures, and anthem video showcasing ARIA Core’s unprecedented advantages for the future of oncology management information systems.
The Results:
“Everything from the messaging to the icon, animated identity, and keynote presentation was exactly what we hoped it would be and more. We are very proud of this launch campaign. ARIA Core is one of our flagship products, so there was always going to be a lot of scrutiny in getting this brand right. We had such great feedback from the Varian team and customers—it gave them chills watching the video, and they loved the modern new brand.”
—Selina Elliott, Director, Global Commercial Strategy & Marketing at Varian