There are approximately ten million people living in the United States who had cancer, and each year 2 million new patients are diagnosed. Given the emotional commitment, and energy level required to work with patients in cancer care, the opportunities for connecting with patients/families are crucial for Cancer Centers. Through a detailed investigation of Henry Ford Cancer Surgery Center, its products and services, CCS MFA Interdisciplinary design class has studied tangible and intangible values related to the HFHS brand vision, culture, and perception.

ROLES and ACTIVITIES: School Project (Team lead)
Phase 1: Customer research and analyzing data (patients/hospital)
Phase 2: Creating Brand (Brain story, word mapping, image boards, SWOT analysis, Core value framing, Brand Essence)
Phase 3: Proposals (Community outreach, prints, webisode, Wayfinding, website/app)