For years, SCCA’s marketing leaned on their “Better Together” tagline—meant to highlight the value of their three-partner structure (Fred Hutchinson, Children’s Hospital, and UW Medicine). But when you’re a patient facing cancer, the org chart isn’t what matters. What matters most is feeling cared for, and SCCA was second to none in that department. So we shifted their campaigns to center on the patient–provider relationship, using large, intimate portraits and real quotes in their own words. It made the brand feel warmer, more personal, and more relevant—without breaking from their established brand system.