Brand Identity for The Brain Tumor Institute at Mayfield

Expanding Excellence: Advanced BrainTumor Care and Innovation

With a legacy spanning 87 years, Mayfield Brain & Spine is one of the nation's leading independent neurosurgery practices, specializing in complex brain and spine disorders. The Mayfield Education & Research Foundation hired Hyperquake to establish the name, brand identity and marketing strategy for The Brain Tumor Institute at Mayfield. It is not a physical place, but instead a team of worldwide experts that collaborate to provide more complete and centralized care for patients and promote research that will enhance care for generations to come.
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The vision is to make Greater Cincinnati a national destination for elite brain tumor care, enhancing access to clinical trials for patients with brain tumors and recruiting specialists who can improve care for patients at multiple regional hospital systems.
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The new visual identity is rooted in Mayfield's brand character, narrative and core values. It introduces new colors, shape language, and typography that feels welcoming and credible. It not only sets the Institute apart in today’s marketplace but is designed for seamless evolution over time. The Institute is paving the way for growth regionally and nationally as a hub for brain tumor expertise, broadened access to clinical trials and recruitment of top specialists.

OUR ROLE

Insights & Validation

Strategy & Planning

Positioning

Brand Identity

Naming

Narrative & Storytelling

In-Market Strategy & Execution

$1.3M

Raised through philanthropic pledges toward establishing the Institute

1st

Mayfield Scholar and leading neuro-oncologist hired to collaborate in clinical research and trials

Hyperquake’s process included comprehensive stakeholder engagement, uncovering the unique story and characteristics that set the Institute apart. Building on these insights, the team developed a targeted go-to-market strategy focused on activating trust and highlighting Mayfield’s reputation for excellence. By delivering a polished brand identity and strategic implementation plan, Hyperquake helped position The Brain Tumor Institute as a leading resource for advanced brain tumor care and innovation in the Midwest.