Sqilline Health
Challenge
Sqilline, a European leader in transforming oncology data into evidence to be used in treatment research, realized there was a significant gap between the sophistication and the value of the products they had been building and the way they presented themselves to the world.
While the products have evolved rapidly in response to customer needs and market realities, the positioning, portfolio architecture, and product value propositions were fragmented and difficult to navigate.
This lack of clarity was mixed with outdated branding that no longer reflected Sqilline’s leadership or technological excellence.
Before the brand ID refresh
Approach
The strategic audit that preceded the positioning and value proposition work revealed important differentiators.
At a product level, Sqilline structures data at a granularity that includes genomic data; the human genome plays a key role in how cancers evolve and respond to treatments, so this was critical for the value of the insights drawn from data.
At an emotional level, the company’s true driving force was not just technological sophistication or the immense possibilities of data, but the emotional commitment to advancing the fight against cancer - ensuring that no one faces cancer alone, neither patients nor physicians.
From the founder to engineers, customer representatives, or marketers, the entire team recognised this as their main motivation to build Sqilline.
Based on these truths, we articulated Sqilline’s positioning and the value proposition of its products. Each product addresses a different audience with different needs, yet all Product Value Propositions expressed and reinforced the same overarching positioning.
The strategic process also clarified how to structure and brand the product portfolio, creating coherence across products while preserving their individual strengths.
Building New Assets
Once the positioning and value propositions were defined, we translated them into a new, cohesive brand identity for Sqilline and its Danny product family.
The connection to genomic data inspired the new logo and identity system, symbolizing both the scientific depth of Sqilline’s work and its human purpose.
The visual language reflects a company that is technologically advanced yet deeply compassionate. The slogan and descriptor were designed to work together - one expressing the emotional promise, the other articulating how the products support this promise: Clarity for cancer care. Transforming oncology data into evidence.
This dual expression captures the essence of Sqilline, a company that transforms complexity into clarity, data into insight, and science into care.
