• Guardant
• Health

The Challenge

With a revolutionary portfolio of oncology treatment selection and monitoring tests, Guardant Health had already established itself as a trusted leader in liquid biopsy. But the launch of its advanced multiomic tissue biopsy—integrating genetic, epigenetic, and other molecular signals—marked a significant expansion of what the company had to offer.

In a fast-evolving precision oncology market where top competitors have staked out clear positions, Guardant needed to differentiate from the pack with a brand narrative that distinguished its evolving offerings. The launch of its advanced multiomic tissue biopsy moved Guardant closer to the coveted 'one-stop-shop' offering, but also disrupted its longstanding liquid-first identity, fragmenting the story across liquid, tissue, and emerging epigenomic capabilities.
The strategic stakes were clear: evolve or risk being outpaced as competitors defined the narrative. To secure Guardant's future and its position as a leader, the company needed a coherent story that could unite liquid, tissue, and epigenomic strengths—one that reflected how oncologists actually work.

Project Snapshot

• Industry
  Oncology
• Category
  Precision Diagnostics
• Services
  Discovery & Insights, Brand Strategy, Internal Activation, Go-To-Market Strategy & Activation, Sales Enablement

FWD Thinking in Action

Unifying a portfolio, amplifying science, and reshaping perception

A full-spectrum brand realignment positions Guardant as a one-stop partner for oncologists, care teams, and patients.

ABOUT THE WORK

Unified Brand Architecture
At a pivotal moment in its evolution, Guardant turned to FWD to help rediscover and redefine its purpose. The launch offered a chance to unite its legacy in liquid biopsy with its expanding multiomic and epigenomic strengths in modern cancer diagnostics.

Together, we crafted a unified platform, weaving the strengths of liquid and tissue testing into a single narrative of innovation and hope. Each message and touchpoint was thoughtfully created to resonate with oncologists, care teams, and patients—all anchored in the transformative promise of epigenomic science.

Scalable Strategy
FWD and Guardant began by engaging clinicians, care teams, and stakeholders to uncover what truly matters in cancer diagnostics. This process surfaced the need for clarity, connection, and distinction. Guided by these insights, Guardant elevated epigenomics as a unifying differentiator.

Purposeful Storytelling
Together, we developed clear and adaptable brand narratives across the portfolio, connecting technology to real-world impact. Each narrative was built on data-driven messaging architecture to keep Guardant’s story relevant and meaningful as the field continues to evolve.

Captivating Creative
We delivered a strategically crafted ecosystem of sales tools, digital campaigns, data visualizations, and patient materials—each designed to elevate Guardant’s science and translate it into meaningful experiences for clinicians and patients.

Market Shaping
Recognizing the complexity of epigenomic science, we built an accessible lexicon and the "See more. Do more. Discover more." messaging framework. Activating KOLs helped clarify it in practice, translating the scientific nuance and providing clinicians with language to explain why epigenomic data matters in treatment decisions.

Testing & Optimization
Through targeted testing, we fine-tune messaging and creative to ensure relevance, clarity, and resonance—continuously optimizing to drive stronger engagement and results.

Results

This campaign marked a turning point for Guardant, transforming the brand from a pioneer in liquid biopsies to an overall leader in precision oncology, trusted across the entire care continuum. Clear, targeted messaging like "Maximum Insights. Minimal Tissue." and "Fast, tissue-free MRD." improved brand recognition and resonated with core audiences.

This unified narrative expanded Guardant’s reach to a broader range of healthcare providers and patients, accelerating adoption of its tissue, liquid, and monitoring solutions.

More importantly, it repositioned the brand around a singular promise: smarter, more accessible cancer care, powered by deeper molecular insight. This shift built lasting credibility and created a strong foundation for long-term loyalty.