A refreshed identity accelerates PICI’s mission to transform cancer research and therapy

What began as a simple visual refresh evolved into a rebrand for the Parker Institute for Cancer Immunotherapy (PICI), founded by Sean Parker, the visionary behind Napster and Facebook’s early success. The new identity highlights PICI’s mission and impact, featuring a cohesive system of visual, verbal, and experiential elements. At its core is the ‘Acceleration’ brand behavior and the ‘Progress Bar’ graphic, symbolizing PICI’s relentless drive to advance cancer therapy. As Design Director, I led a team of visual, verbal, and motion designers to create the logo, brand system, and bold tone that define PICI’s identity. To bring the vision to life, I recruited fashion photographer Billy Kidd to capture PICI’s scientists as heroes, making the brand relatable and human while showcasing its leadership in driving progress.