Engaging in a bold vision and approach
to cancer care

Work: Strategy / Verbal Identity
Category: Cancer Care
Services provided: Brand mission / Name strategy / Naming guidelines / Initiative, campaign, offering, & clinic names

Every day, MSK doctors and scientists lead with courage and creativity to answer cancer’s biggest questions, train the next generation of leaders, and improve patient experience. From mission line to capital fund campaign name, I was part of a core team leading equity-building efforts and verbal initiatives to reinforce MSK’s role at the forefront of cancer care and patient centricity.

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Every day, MSK doctors and scientists lead with courage and creativity to answer cancer’s biggest questions, train the next generation of leaders, and improve patient experience. From mission line to capital fund campaign name, I was part of a core team leading equity-building efforts and verbal initiatives to reinforce MSK’s role at the forefront of cancer care and patient centricity. *

In 2022, MSK embraced a new mission that provided a bold, collective mantra for patients, scientists, donors and caregivers around the world.

Brand mission

Capital campaign

In 2024, MSK Giving launched its new capital campaign to raise $6B by 2030 toward new treatments, therapies, and cures. The name needed to convey MSK’s 140 years of discoveries and the notion that each donors, and their courageous gifts could literally be “funding the next leap”— in their lifetime.

NAME DIRECTION AND STORIES FOR THE "It takes MSK..." AWARENESS CAMPAIGN The "It takes MSK" ad campaign spotlights scientific advances, thought-leadership and patient triumphs only possible at MSK as told by those who experienced it firsthand.

Awareness campaign

Internal campaign

NAME FOR an internal alignment campaign, "One MSK", celebrating MSK values, fostering collaboration, and ensuring all understand their role in serving the mission, stewarding the brand.

AN MSK-WIDE NAMING STRATEGY: New naming philosophy, codification, and toolkit. Along with the mission work mentioned above, there was a push to truly coalesce under the MSK brand, starting with systemwide naming that prioritized clarity and approachability for patients, and relied on Marketing to ensure consistent outcomes.

Naming strategy