SEATTLE CANCER CARE ALLIANCE
Human-Centred Healthcare
Cancer has always been a personal and difficult topic for me. When my sister told me our mother had cancer, I could hardly bring myself to speak the word, let alone think about it openly. So, when the Seattle Cancer Care Alliance (SCCA) approached me to document the stories at the heart of their work, I was hesitant. But this project became a pivotal moment in my career, forcing me to confront my own fears and channel my creative skills into telling stories that have real, human impact.
I worked closely with SCCA to produce a series of TV commercials, digital content, and visual assets that would showcase the strength, resilience, and humanity of those navigating cancer care. This wasn’t just about capturing images and videos; it was about creating an emotional narrative that resonated with the millions affected by cancer, while embracing the delicate and personal nature of the subject.
SCCA is a leading institution dedicated to providing comprehensive cancer care, research, and support to patients and their families. As part of a brand refresh initiative, I was tasked with producing content that captured the heart of SCCA's mission: delivering compassionate care with a focus on the patient’s journey. The goal was to connect on a deeply emotional level with the community, using storytelling to reflect the humanity and hope that defines the organization.
The project required a multifaceted approach. I worked across different formats, directing and producing TV commercials, photographing patients and staff, and designing a range of visual assets—from outdoor advertising to promotional materials. Throughout the process, my aim was to ensure every piece of content was aligned with the emotional and empathetic values of SCCA.
"When I retired I joined a synchronised swim team. I loved it! Then I was diagnosed with bladder cancer and I suddenly felt like I was drowning. "
– Terrie Asplund
The sensitive nature of cancer care meant that every shoot required careful thought and preparation. I worked with a small, tight-knit crew to ensure that the shoots were as unobtrusive and respectful as possible, while still capturing genuine moments of connection. From filming caregivers working alongside patients to photographing staff members in intimate settings, each interaction was approached with empathy and care.
I also designed several visual assets, including billboards, shuttle bus wraps, and digital advertisements, ensuring that SCCA’s presence was visible and impactful in the community. The challenge was to communicate strength and compassion in each piece, from a small water bottle to large-scale advertisements, creating a unified message across all platforms.
The incredible doctors, nurses and scientists at Seattle Cancer Care Alliance saved my life with a stem-cell transplant that was customized to my cancer and to my body.
- Paul Hilderbrandt
In addition to the creative work, I also collaborated closely with SCCA’s in-house design team. As a mentor, I helped them refine their understanding of the organization’s visual identity, guiding them through the process of adapting the brand’s guidelines to fit the sensitive nature of cancer care. Together, we enhanced the consistency and emotional resonance of the brand’s visual output, ensuring that every piece of design—whether it was a branded mug or a conference booth—spoke to the compassion and dedication at the core of SCCA.
Through this collaboration, I learned how visual storytelling can transform public perceptions of healthcare. The work we did together at SCCA helped shift the conversation around cancer care, focusing not just on the medical aspects but on the emotional journey patients and their families undergo. It was about amplifying voices, sharing stories of courage and resilience, and connecting with the community on a deeply human level.
One of the most meaningful aspects of this project was meeting Shari, a marketing manager at SCCA who was herself battling cancer. Her journey echoed my own family’s experience, and tragically, she passed away just months later. I was asked to document her final family gathering—a deeply personal and emotional task that connected my professional work with my own grief. It was an experience that profoundly shaped my understanding of the importance of documenting these moments of humanity and vulnerability. This project was not about creating content; it was about capturing the real lives of people navigating cancer. It was about telling their stories with respect, empathy, and authenticity.
ABOVE: PAUL H, PILOT & NON-HODGKIN'S LYMPHOMA PATIENT
ABOVE: TERRIE, SURVIVOUR OF BREAST CANCER, RETURNS TO THE POOL.
ABOVE: SEATTLE CANCER CARE ALLIENCE RESEARCH LABS
ABOVE: PAUL, ALASKA AIRLINES PILOT, TV COMMERCIAL
ABOVE: IMAGES USED IN RECRUITMENT CAMPAIGNS
ABOVE: DESIGN WORK FOR SCCA MERCHANDISE
ABOVE: SHARI'S LAST FAMILY GATHERING
