Mass General Brigham Cancer Institute

For nearly 30 years, cancer care in Boston had been defined by the Dana-Farber Brigham Cancer Center. When that partnership ended in 2023, Mass General Brigham faced a defining moment: establish a new standalone cancer center while preserving the clinical excellence, research leadership, and patient trust that had been built over decades.

The challenge extended well beyond launching a new brand. Two internationally recognized cancer programs needed to become one institution in the minds of patients, physicians, researchers, and employees. Without a shared identity, the organization risked internal fragmentation and external confusion at the very moment it sought to establish leadership in a highly competitive oncology market.

We positioned Mass General Brigham Cancer Center as a new model of integrated cancer care. Rather than introducing another hospital brand, we built a unifying platform around multidisciplinary collaboration, bringing together the expertise of Massachusetts General Hospital and Brigham and Women’s Hospital under a single identity. The launch aligned thousands of employees around a shared vision while introducing patients and referring providers to one coordinated destination for world-class cancer care.