Branding a new
technology for
breast cancer surgeons

Brand Development

From an idea born at the Netherlands Cancer Institute to a commercial reality. Sirius Medical was founded by inventor Bram Schermers, who devised a system to locate cancerous tumours without using radioactive isotopes. The company's mission is to offer a safe, accurate, intuitive system globally at an affordable cost.

Key market
research

To ensure we would create a relevant and memorable brand and system story, we met, interviewed, and surveyed breast cancer surgeons in the UK, the Netherlands, and Spain,
gathering insights and then testing initial ideas.

Building a visual identity

Selected from the many early designs we had for the Sirius logo graphic, the final design mimics the intuitive journey the surgeon takes, using the probe, to accurately pinpoint 'hard to find' tumours.

Brand guidelines

Based on clear preferences, we fine-tuned the system name, branding and sales materials, logo, colour system and key messaging to ensure it would stand out and resonate with its audience, and compiled everything into detailed guidelines.