The Tugboat crew advocates that meaningful brands must be developed with purpose, clarity, and a deep understanding of their audience. When we partnered with the medical experts behind the GPS Cancer Program, our goal was to create a brand and digital experience that reflected their inspiring dedication to gynecologic cancer prevention and survivorship.

The GPS Cancer Program name itself carries significance—guiding patients through the complexities of hereditary risk, surgical decision-making, and survivorship with expert-led, evidence-based care. This concept was brought to life through a visual identity that is both welcoming and empowering. The GPS logo is an elegant balance of softness and strength, using a bold yet graceful typeface alongside an abstract mark that represents both guidance and community. The circular icon, with its central figure surrounded by support, symbolizes the program’s holistic approach to care. A palette of teal and purple conveys trust, medical expertise, and a sense of warmth.

Designed for adaptability, the GPS Cancer Program identity seamlessly extends across digital and print, with an icon and wordmark that scale effortlessly—creating a recognizable, cohesive presence across platforms, materials, and future initiatives.

 

The website was designed as an intuitive and informative hub for patients, healthcare providers, and researchers alike. User-friendly navigation, clear content hierarchy, and accessibility considerations ensure that visitors can easily find resources, book consultations, and understand their risk factors. Every detail, from typography to imagery, was chosen to foster reassurance and engagement.

The GPS Cancer Program now has a brand and website that aligns with its life-changing mission, making expert cancer prevention and survivorship care more accessible than ever.