Therapeutics
BetaGlue Technologies S.p.A is an Italian clinical-stage oncology company developing a novel radiotherapy platform technology for the localised and targeted treatment of unresectable solid tumours. BetaGlue enjoys the support of a global Clinical Advisory Board, as well as of leading national and international advisers, in the development of its products.
Building a brand with precision, rigour and order:
BetaGlue Technologies SpA, chose Cohesion Labs to deliver their new and necessary brand, product name ecosystem and website.
While the team behind the company had worked diligently and passionately on the product, as the treatment began to pick up momentum and show promise at clinical trial, it was clear to incoming CEO, Dr. Colin Story, that the brand and website did not match the potential and calibre their platform deserved.
So they reached out to Cohesion Labs to build a brand, product ecosystem and website to give it the status it deserved.
Our Approach:
BetaGlue’s dedication to precision in treatment was evident from our first conversation, inspiring us to create a brand that reflects that meticulous approach.
With detailed dives into the mechanics of the technology and extensive research on the treatment itself, we approached BetaGlue’s brand building with the same rigour expected a company that is delivering such game changing tech for people with cancer.
What we delivered:
Technology
We started with ensuring that the product name and its surrounding components were going to fit intricately and neatly together.
After an indepth research and creative process featuring four distinct directions, YntraDose™ was chosen as the winning name that reflected the right notes. The Y, symbolising Yttrium 90 - the isotopic element in the treatment, playing on Intra, “from with”, and Dose - to reflect the precise nature of how they are packaging up their treatment.
Secondary to the product name itself, we delivered each of the component parts of the platform, “Guide”. “Glue”, “Dose” and Deliver.
Tone of Voice & positioning
A Clear tone of voice focusing on short, sharp sentences that don’t labour emotion, BetaGlue’s tone focuses on the quality of the treatment and proving it works.
Our efforts in defining BetaGlue's positioning and value statements, encapsulated by, “Because every cancer patient deserves the best shot at a cure,” is vital in portraying their commitment to pioneering standards in radiotherapy, driven by integrity, innovation, passion, and empathy.
Brand assets & materials
Inspired by Dieter Rams principles - the BetaGlue brand relies on a grid system, our design work utilises a precise grid system paired with a minimal, striking colour palette, aligning perfectly with BetaGlue's environment. The sub-branding for YntraDose further demonstrates this clarity, illustrating the integral role of each component and their collective impact.
Web build
For BetaGlue, we developed a minimal, but powerful website that showcased their clinical data, introducing movement and precision throughout. The site now brilliantly shows off the real potential in YntraDose and what it can do for cancer patients, navigating through detailed clinical data, their journey so far, and clear explanations of their technology and pipeline are easy to understand and read.
What they said
The rebrand is a result of a thorough and diligent process undertaken by our team and the team at Cohesion Labs. We now have a company name, product name, website and visual identity that is reflective of who we are and how our unique platform technology has the potential to provide a new standard-of-care for a wide range of solid tumour cancer patients.
Dr. Colin Story
CEO at BetaGlue
