Dirt & Glory Media Partners with RareCan to Personalise the Future of Cancer Care

Nov. 17, 2025

Creative communications agency Dirt & Glory Media has unveiled a bold new brand strategy and positioning for RareCan, the pioneering platform helping cancer patients and clinicians access the most relevant trials, treatments, and data-driven insights.

The new positioning - encapsulated in the idea “Cancer. It’s personal” - reframes cancer treatment from a reactive, system-led process into a proactive, patient and data-driven journey built around the individual.

At the heart of the work is RareCan’s belief that no two cancers are the same, and that every patient deserves access to the right treatment, at the right time. Dirt & Glory Media worked closely with RareCan and their exceptional team to redefine how the brand communicates its mission: empowering patients and clinicians with the personalised data, tools, and insight needed to make better treatment decisions.

Dirt & Glory Media Founder Nigel Brown said:

“Cancer care has long been shaped by systems, not by individuals. Our goal was to help RareCan tell a story that changes that - to show how data, science, and human experience can combine to deliver cancer treatment that’s not just personalised, but truly personal.”

 

The new strategy introduces a comprehensive brandhouse and comms ecosystem - spanning creative campaigns, PR, digital, and social media - designed to position RareCan as both a trusted partner to patients and a collaborative force for clinicians and researchers.

The launch campaign, titled “Cancer. It’s personal.”, invites audiences to see cancer differently: not as a one-size-fits-all journey, but as a unique pathway shaped by the biology,data, and lived experience of each person affected.

RareCan Co-Founder & Chief Executive, Piers Kotting said:

“Dirt & Glory helped us find a way to express what we stand for. They’ve captured the emotional truth behind our mission - that every cancer story is unique, and the future of treatment must reflect that.”

 

This new positioning sets RareCan apart as a catalyst for collaboration - connecting patients, clinicians, and researchers to accelerate access to cutting-edge treatments and research opportunities.

Design that visually challenges the conventions of cancer

The brand world that was created was designed to help reframe the way cancer treatment is understood and delivered, by showing that every cancer is unique, every patient’s journey is different, and that the best treatment decisions are made when patients play a proactive role in their treatment pathway.

From the motion work that was purposely measured to reflect the journeys RareCan members take and the forward-thinking guidance they receive, to the visual identity that is rooted in abstraction, and humanity, the brand purposefully rejected the generic, overly clinical cancer-related brands that saturates healthcare communications; the generic stock imagery of a cancer patient with their oncologist, the clinical blues and greens. Instead, the focus was on the human form: skin, fingerprints, freckles, hair. These images hint at presence without prescribing identity, conveying warmth, tactility, and care. Each image is a quiet reminder that behind every clinical trial, every data point, is a person; distinct, complex, and unique.