The Gene Display at Dana-Farber Cancer Institute is a dynamic visual display and naming opportunity that represents the real genetic information that leads to lifesaving cancer treatments. I created the brand for this initiative before it was actually built — all we had were architectural renderings. Once it was installed, I directed a photo shoot and integrated the beautiful photos into the brand. I created a wide range of materials under the Gene Display brand, including “sales” packages, direct mail, event invitations and digital display advertising.