case Study

Launching the OnCusp Brand

Oncology research startup OnCusp had closed an oversubscribed $25m seed round from leading investors including Sequoia Capital China, assembled a fantastic global team, and begun negotiating the licensing of numerous promising pharmaceutical candidates. When they were ready to announce their presence to the world, they retained Core Communications to create a website that showcased their brand and their vision.


The founders of OnCusp have an extraordinary track record of success in oncology drug development, including building CStone Pharmaceuticals through IPO. For OnCusp, they identified the point of maximum value creation in the oncology drug development pipeline and raised $25m to license a portfolio of promising molecules, bring them through initial clinical trials, and then outlicense the most successful ones. With a strong company image vital to meet the high expectations of investors, business partners, and to attract great employee talent, the OnCusp founders hired Core Communications to build their public-facing website.

The Process

The project began with extensive conversations with the founding team to understand the company business model, the founding mission, and the audiences the website needed to address. Particular focus was placed on making sure the company’s international approach, which combines teams in both Chinese and the USA, was captured in a way that appealed to audiences in both countries. Did it work? As Bing Yuan, co-founder and CEO noted, “Otto quickly understood our industry and captured our company and vision perfectly.”

“Otto quickly understood our industry and captured our company and vision perfectly.”

— Bing Yuan, co-founder and CEO, OnCusp Therapeutics

The Result

Core created a site structure that clearly highlights the company’s goals and vision while remaining adaptable as details of portfolio drugs become available. “Our website turned out great,” Bing Yuan says. “We now have a great tool to help us with hiring, partnerships, and future fundraising.”

Please visit to see the whole site. Some screenshots below:

Webpage illustration