The Brief
Champions Oncology had built something remarkable: a proprietary oncology research platform with some of the most sophisticated preclinical data in the industry. But the brand told a completely different story. No guidelines, inconsistent visuals, and marketing materials that didn't come close to reflecting the caliber of the science behind them.
The Challenge
Building a brand infrastructure from scratch inside a science-led company requires more than design skills. It requires earning leadership's trust, translating complex scientific credibility into visual language, and creating systems that a growing team can actually use and maintain. The marketing function itself needed to be built, not just the brand.
The Approach
Starting with the foundation, I created Champions Oncology's first brand guidelines and established visual standards across every touchpoint. The website was redesigned, and every investor and sales presentation template was rebuilt to make the company look as strong as it actually was.
From there, the work expanded beyond the brand. I built and managed the marketing team from the ground up, creating workflows and pipeline reporting that transformed a reactive function into a proactive growth driver. Trade show strategy and booth design for scientific conferences elevated the company's presence in the oncology research ecosystem, while integrated marketing campaigns drove measurable results across the business.
Alongside this, I led the creation of Lumin Bioinformatics, Champions' standalone SaaS platform, developing its brand identity, website, and go-to-market positioning from a concept into a revenue-generating product.
The Outcome
Integrated marketing campaigns drove a 40% increase in brand visibility and a 25% increase in customer engagement. Lumin generated $2M in revenue in its first year as a standalone branded platform. The company went from having no brand infrastructure to a fully developed identity system, a rebuilt digital presence, and a functioning marketing operation.
Visit the Champions Oncology website for a complete interactive web experience by clicking here.
Visit the Champions Oncology digital brand guide for a complete interactive web experience by clicking here.
