Context

Summit Partners, a leading Private Equity firm, approached us in 2022 with an opportunity to rebrand one of its portfolio companies: Cancer Insight. Founded by a decorated surgical oncologist and researcher, Dr. George Peoples, Cancer Insight was an oncology-focused contract research organization. At the heels of their new investment, they sought a new brand to propel the company’s next phase of growth.

Challenge

The landscape of clinical research is competitive, crowded and cluttered. And while Cancer Insight had tremendous credibility, its ambitions to scale demanded a new level of polish and sophistication. We also needed to create a brand that could speak to their expertise in oncology, while creating flexibility to expand into new therapeutic areas.

Solution

We worked with the leadership team to develop a new brand, identity, and messaging strategy that captured the firm’s dedication to advancing novel immunotherapies in the fight against cancer. The new name, LumaBridge, was a metaphor for forming partnerships and connections to illuminate life-saving drugs and therapies. And the bridge halo logo honored their experience in uncovering insights, while acting as a bridge to the future.