Scout Lab crafts a compassionate brand for cancer prevention platform

Creating designs for healthcare involves trust, clarity, and compassion in addition to aesthetics. The stakes are raised when the design brief encompasses emotions, identity, and life-changing decisions. Scout Lab faced this challenge when collaborating with The Previvor, a cancer prevention platform established by Allyn Rose. The Previvor was founded by Rose after her mother’s battle with breast cancer and her own preventative treatment, aiming to provide support and resources to women on similar journeys.
For Scout Lab, the focus wasn’t solely on establishing a brand but on developing a haven of empathy. Willow Hill, Scout Lab’s chief creative officer, emphasized that the previvor journey is about preserving life but is often portrayed using clinical language and aesthetics. The team consciously avoided the typical cold and clinical healthcare look and instead embraced softness, emotional connection, and human-centered storytelling.
The outcome was a visual identity and website that are not only user-friendly but also intimate. The color scheme and typography were selected based on how they made users feel, opting for soothing blues and subtle blush tones over the traditional bright pink associated with breast cancer awareness. The design elements aimed to empower women during a personal and intricate phase of their lives.
The brand was meant to be a comforting presence rather than a medical pamphlet, focusing on emotional design decisions to ensure every aspect of the user experience was thoughtful and caring. The platform was designed to provide emotional support and practical guidance, emphasizing clarity without losing warmth. Typography and layout choices were made to balance credibility and compassion, with the logo symbolizing strength and survival through Rose’s surgical scar.
Rose’s involvement in the project as a survivor and advocate added depth and meaning to the work. Scout Lab’s approach to design, centered on human and environmental health, aims to create tools that enhance people’s lives. The Previvor project exemplifies how design can be a form of care, offering women the support they need to navigate crucial health decisions. Willow emphasized that design should enhance lives and systems, and The Previvor project embodied the studio’s commitment to using design for care and connection in the realm of human health.