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Positioning Varian as a leader in cancer care

Varian Medical Systems
Varian is one of the founding companies in Silicon Valley, specializing in bringing technology innovations to healthcare. Recently, the company divested its imaging business and wanted to leverage its presence in radiation therapy to focus solely on oncology and the broader continuum of cancer care.

With a new commitment “to inspire new victories in cancer care,” Varian’s leadership was determined to drive the industry forward in a new and bold way, and the brand was the first visible step in that direction.

The new visual identity and verbal identity communicate the brand’s new positioning, “People Powering Victories,” with confidence and simplicity.

Through the use of storytelling symbols, black and white images, and a reduced color palette, the brand was immediately able to stand out from competitors. The new voice and messages cut through category clichés, bridging both technology and humanity. Visuals of customers and patients emphasize partnership, connections, and compassion. Varian’s state of the art technology is presented in a clean and sleek way that highlights its mastery and its benefit for the people who need it most – patients.

The new brand launched at the ASTRO convention in October 2017, solidifying Varian as a leader in cancer care. Employees’ reactions were overwhelmingly positive, and competitors were overheard talking about the rebrand’s powerful impact.

Copyrighted images courtesy of Varian.

Video strategy and story by InterbrandHealth; production by Bonfire Labs.

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