There are few things more unexpected than seeing someone you’ve always associated with a white coat suddenly appear looking like they’re headed for a fashion shoot. Now imagine an entire cancer institute doing it. That’s basically what Uganda Cancer Institute (UCI) appears to be doing.
A series of new portraits featuring UCI personalities has introduced a much more relaxed, contemporary and youthful visual language. The accompanying message?
“We are switching things up!” What’s this new thing? Everyone already knows what UCI normally looks like; serious, clinical, and institutional. But there is an interesting story underneath the styling. UCI isn’t actually new to change. The institute is developing some remarkably sophisticated capabilities. Its Molecular Imaging and Therapy Division has already commissioned SPECT-CT and is developing PET capabilities, while UCI’s wider oncology programmes include advanced radiotherapy and specialist training.
Its radiation oncology fellowship programme is being built specifically to strengthen multidisciplinary cancer care in Uganda and East Africa.
In other words, maybe the clothes aren’t the transformation.
They’re the teaser for it. The technology is changing. The expertise is changing.
The ambition is changing. And now, apparently, the people are changing how they show up too.
