Brand development for Translational Genomics Research Institute (TGen) and their Center For Rare Childhood Disorders (C4RCD)
Launching an initiative of hope. Mobilizing a force for care.
TGen’s Center for Rare Childhood Disorders, C4RCD, uses advanced genomic research to provide answers and hope to children with rare diseases and their families. These desperate parents often have to search far and wide for a diagnosis.
The Center, C4RCD, was established to help parents and their children find the answers they need in one place.
What we did:
- Brand positioning
- Brand narrative
- Website copywriting
- Project: Brand messaging; Website
- Agency: Lavidge
With the opening of its new Center for Rare Childhood Disorders (C4RCD), TGen needed a positioning strategy to communicate its initiative and unite its various groups – from doctors and researchers to donors and parents of children with rare diseases. Messaging focused on the Center’s core strength – its ability to bring together the resources, experts and support to make a difference for the children who suffer from a very personal kind of illness, often unique to them and their families.
This idea of a united effort came from a brand workshop that captured their core essence, focusing on hope, answers and warrior spirit. This led to an insight that C4RCD acts as the “Indiana Jones” of rare childhood disorders, undaunted in their mission and quest to find treatments — and best captured by the sentiment: “When disease gets this personal, so do we.”
Preface, working with the branding team, helped explore directions that would best express their brand essence and connect with their community.
Much of the content from the brand positioning was repurposed for the website, which was used to launch the Center and educate both the medical community and families on the science surrounding the genome sequencing process.