GenesisCare is a leading international private provider of cancer care, specialising in advanced radiotherapy, chemotherapy, theranostics, and diagnostics.

The initial brief was to develop an engaging motion asset targeted at clinicians, introducing Stereotactic Ablative Radiotherapy (SABR) for oligoprogressive disease. The content was designed specifically for professional platforms, including LinkedIn and X, where clarity and credibility are critical.

The challenge was to communicate a highly technical treatment approach in a way that felt trustworthy and aligned with GenesisCare’s established brand system.

The motion language was built directly from the existing brand guidelines, ensuring visual consistency while introducing subtle animation principles to support comprehension. Given the sensitivity and seriousness of the subject matter, the pacing was intentionally measured, with restrained transitions and controlled typography.

In the second phase of the project, I developed a patient-focused version of the asset for Instagram and Facebook. While maintaining brand cohesion, the tone shifted to feel more approachable and reassuring. This was achieved through a lighter colour palette, softer pacing, and more accessible visual emphasis.

The result addressed two distinct audiences through tailored motion, while remaining firmly grounded in the GenesisCare brand.