Plus Therapeutics

Plus Therapeutics is a clinical-stage company pioneering targeted radiotherapeutics for rare and difficult-to-treat cancers. Their therapies deliver a single, powerful dose of precision radiation directly to tumors—offering new possibilities for patients with limited options.

I led the concept development, art direction, and design for a digital experience that reimagines the plus symbol not just as a logo, but as a storytelling device. The core idea: What does Plus truly add?

Rather than centering the technology itself, the concept shifts focus to the human outcomes—the moments made possible by innovation. I used emotionally resonant imagery and messaging to express what’s at stake: A mother with cancer embraces her daughter: “Adding millions of Abby hugs.” A boy with cancer plays with his friend: “Adding countless playdates.” An image of a medical device used specifically for their technology: “Adding breakthrough nanotechnologies.”

In each scene, the plus symbol is subtly embedded in the composition, serving as a quiet but powerful visual anchor that links personal moments to scientific advancement. Illustration and iconography extend the idea across the site, creating a cohesive, compassionate brand experience that brings warmth and emotional clarity to a highly technical field.