The Brief
Champions Oncology had a powerful idea — a SaaS platform that would give pharmaceutical researchers access to the deepest preclinical oncology database in existence, combining genomic, proteomic, and pharmacological data from thousands of patient-derived models to accelerate drug pipeline decisions. What they didn't have was a name to work with, a brand, or any way to talk about it.
The Challenge
Translating cutting-edge bioinformatics into a brand that could resonate with senior scientists and pharmaceutical decision-makers is no small task. The platform needed to feel credible and sophisticated without becoming cold or inaccessible. A critical early strategic decision also had to be made: Lumin needed its own identity and web presence, separate from the Champions Oncology parent brand, to be taken seriously as a standalone product in a competitive landscape.
Messaging was equally complex. The science was dense, the audience skeptical, and the product still finding its footing. Positioning had to be built carefully, balancing technical depth with clarity.
The Approach
Brought on initially as a brand consultant in 2022, I built Lumin's visual identity from the ground up, developing the logo, color system, typography, and overall look and feel. Working alongside engineers, I designed and art directed the full marketing website, establishing Lumin as its own distinct platform rather than a sub-page of Champions. I also developed marketing collateral and campaign materials to support the sales team in driving demo requests.
Messaging strategy was developed in close collaboration with the Champions leadership team, working through multiple rounds of positioning to find language that would land with a pharmaceutical audience without losing the human stakes of the science: helping get better cancer treatments to patients faster.
The Outcome
In its first year as a standalone branded platform, Lumin generated $2M in revenue. The engagement ultimately led to a full-time Senior Designer role at Champions Oncology, a direct reflection of the impact the creative work had on the organization's growth.
Visit the Lumin website for a complete, interactive experience by clicking here.
A Champions Oncology Product
