Memorial Sloan Kettering Cancer Center
Work: Strategy & Verbal Identity
Category: Cancer Care
Services provided: Brand mission line / Name strategy & Guidelines / Initiative, campaign, offering, & clinic names and naming architecture
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 creating equity-building efforts and leading verbal initiatives to reinforce MSK’s role at the forefront of cancer care and patient centricity.
ORGANIZATIONAL MISSION LINE: "Ending cancer for life". In 2022, MSK embraced a new mission that provided a bold, collective mantra for patients, scientists, donors and caregivers around the world.
NAME FOR THE NEW CAPITAL CAMPAIGN: "The MSK Campaign: Leading Science. Saving Lives." In 2024, MSK Giving launched it major capital campaign to raise $6B by 2030 toward new treatments, therapies, and cures. The name appeals to donors who want to make a difference- and see a difference in their lifetimes, by conveying 140 years of MSK discoveries and the notion that each gift could be “funding the next leap”, the next transformative breakthrough in cancer care.
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.
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.