LOGOTYPE  The Primum name came from the hippocratic oath of “Primum non nocere” or “Do no harm” that physicians take. The identity featured a modified version of ABC Arizona by Dinamo Typefaces set in all caps referencing classic Greek typography. The lowercase “i” within the mark represented the oncologist placing them at the center of their network.

DIGITAL SYSTEM  To express visually how Primum gave oncologists access to wide networks we created a library of simple graphic illustrations and animations that explained how the product works and the possibilities and hopes that the network could offer.

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oncologists onboarded onto the product for the initial launch.

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DESIGN SYSTEM  The Primum design system features the oncologists who comprise the network front and center. Oncologists are the heroes who save lives everyday and make the network grow and develop. To help hero them, we created a photo portrait system that featured the oncologist proudly and triumphantly.

APPLICATION  Putting together the portraits and illustrations we created the Primum launch site as well as an out-of-home launch campaign that captured the spirit and ambition of the brand attracting oncologists to the platform.