Time 2 See
BRANDING · UX DESIGN · ACCESSIBLE COMMUNICATION · VIDEO PRODUCTION · ART DIRECTION
The challenge – explaining the step nobody explains
Most prostate cancer campaigns talk about symptoms, treatment or lived experience. Very few explain the diagnostic steps in between, and that gap leaves patients and families unsure why imaging matters or what to expect. Lantheus needed a brand and digital experience that could explain it without jargon, for older users, caregivers and families with very different levels of digital confidence. It had to feel calm, trustworthy and human, while still being bold enough to drive awareness.
The process – accessible healthcare branding shaped by the people using it
We started with the people it was for. Co-creation sessions with patients, caregivers and clinical experts surfaced the anxieties around diagnosis and the need for clarity delivered with empathy, and those insights shaped every tone and visual decision. The identity centred on one line – “You can’t fight what you can’t see” – paired with a bespoke logotype, soft gradients, clear shapes and a typographic system chosen for clarity on any device.
UX testing with older adults then refined navigation, button sizing, contrast and the structure of the educational videos, which lived on YouTube and Facebook, where the audience already spent its time.
Finally, accessible guidelines covered colour ratios, typography, alt text, video framing and social templates, so the campaign could grow without losing consistency.
Time2See’s early name + logos pairings
The result – a resource people came back to
Time 2 See launched with strong engagement and quickly became a trusted resource for people navigating prostate cancer, and for the families around them. Web traffic keeps growing, with video driving steady visibility across social platforms.
More importantly, people feel better informed and better prepared for conversations with their healthcare teams. The campaign has since expanded into a year-long programme of original content.
DELIVERABLES
- Central campaign theme anchored in the line “You can’t fight what you can’t see”
- Bespoke logotype and accessible visual system
- Responsive website designed for older users, with strong contrast, clear hierarchy and readable typography
- Video-led content approach for YouTube and Facebook
- Campaign assets across social media, digital banners and educational materials
- Brand guidelines covering layout, colour, typography, video framing and tone of voice
Social media paid advertising samples
This project was completed prior to the launch of Watercat Creative.
Making complex information accessible
We turn dense research and sensitive subjects into clear, accessible design people can actually use.