Cancer Research UK – Cambridge Institute
Cancer Research UK – Cambridge Institute
Telling the story of world-leading research through design
The Cancer Research UK Cambridge Institute is one of the world’s foremost centres for cancer research, bringing together scientists, clinicians and technologists in pursuit of breakthroughs that save lives. Working as Creative Director with Rubber Cheese, I was tasked with designing a new website that would reflect the Institute’s prestige, inspire collaboration and attract new talent from across the globe.
Our Brief
The project presented two key challenges. The first was structural, to make sense of an enormous amount of content so that visitors could find what they needed quickly and intuitively. The second was emotional, to position the Institute as an inspiring place to work and collaborate, even though it could not compete with commercial salaries. The team wanted to communicate the unique sense of purpose and belonging that drives its research community.
Our Solution
We began with a detailed content audit, mapping every page to understand its purpose, relevance and value. This helped us shape a clear information architecture that balanced depth with simplicity. The site needed to serve many audiences, from researchers and academics to prospective students and partners, so usability and clarity were essential.
Alongside the structural work, we rethought the visual narrative. I proposed shifting the focus from information to storytelling, allowing the website to highlight the human side of the Institute’s mission. The design took a softer, more lifestyle-led approach, emphasising the people, discoveries and culture that make CRUK Cambridge Institute unique.
We studied the Institute’s more than 250 page brand guidelines, and discovered elegant graphic devices that could be reinterpreted for digital use. These visual elements added sophistication without overpowering the content. The result was a clean, modern interface that conveys both warmth and authority.
Our Impact
The new website presents the Institute as both a leading research organisation and a community of passionate people driven by purpose. Its refined structure and human-centred design have improved accessibility, engagement and recruitment appeal. Visitors now find it easier to navigate complex information, and prospective researchers are drawn to the sense of meaning that sits at the heart of the Institute’s work.
This project proved that world-class science deserves world-class storytelling. Design became the bridge between data and discovery, helping the Institute share not just what it does, but why it matters.
