STORY
The Center for Prostate Disease Research (CPDR) was established in 1991 to combat the increasing rate of occurrence of prostate cancer. This unique Center integrates basic and clinical science practices to develop refined detection techniques and promising treatments for prostate cancer and associated diseases.

PROBLEM
CPDR faced many challenges in terms of their brand identity including: outdated perceptions of the organization, varying top-of-mind awareness of CPDR, and an absence of consistency of CPDR’s brand across various media from environmental signage, to print materials, to their web site.

GOAL
To overcome these challenges, goals were thoughtfully established to communicate CPDR’s identity consistently by reinforcing a clear, uniform presentation of graphic and visual elements designed to quickly resonate credibility with their targeted audience of patients, clinicians, and researchers.

SOLUTION
Major issues of communications application were addressed by standardizing the CPDR brand. This was done with the intention of strengthening visual relationships and establishing a specific framework for future design execution and strategies. While their present design elements were acceptable, the products lacked related elements that could have tied everything together, assuring effectively communication to their target audience that all collateral originated from a single source — CPDR.

OUTCOME
With the design and application of the new brand mark and graphics standardization, it enabled CPDR to have better control over their identity and to project a much more clear and positive image. There is one look, one voice — a common element that runs through all their materials, no matter what format, size or color. These standards offer a flexible framework to design within and yet, deliver a consistency that is unmistakably recognized as belonging to CPDR.

As a result of these design improvements, CPDR has enjoyed a 2000% increase in their website traffic, a 25% increase in grant approvals, and a 50% increase in accepted scientific publications.