Develop a new brand identity for Zogenix, Inc.
posted on 17 April 2008 by lori
Zogenix is a specialty pharmaceutical company whose goal is to enhance and differentiate medicines by incorporating innovative technologies in an effort to relieve suffering in people with CNS and pain disorders.
'nition worked with B2 to build a corporate brand to set the tone for today, and grow with the company as its products begin to command more attention from investors and the medical community
After a comprehensive brand exploratory and corporate message analysis, the 'nition team was challenged to create a new look and feel for Zogenix. The client had a desire to maintain their existing logo, primary color palette and tagline, "Where Medicine Meets Technology."
Based on the new positioning and brand parameters, the creative team developed a range of design concepts:
Concept 1: FACES
There is a real, human face to the way Zogenix approaches medicine—and this is a message that can get lost in the sophistication of the technological side of the business. By focusing on CNS and pain, Zogenix has dedicated itself to the relief of suffering and truly improving lives. That's a mission that's about more than an impressive delivery device or an untapped market. It's about people, and how technology can coexist with humanity. This design concept is decidedly warm, open, real, inviting, and above all, human—with a textural overlay that speaks to the company's key differentiator.
Concept 2: THE PATH
This approach takes the idea of new lines, new directions, and new pathways in medicine and grounds it in a more direct and artistic visual style. By taking the literal—that is, photography that speaks directly to Zogenix people, process, and patients—and combining it with an overlay that reorders and redefines each image, we create a new way to brand the merging of medicine and technology.
Concept 3: THE PATTERN
The Zogenix logo is extremely distinctive, with shapes that suggest change and creativity. But directly importing the signature curve seems a bit obvious given the depth of the company and its multifaceted approach to improving lives. This extremely artistic design direction transforms the idea of the curve into a pattern that becomes a beautiful and ever-changing approach to photography and creative vision. The shapes become symbolic of the company's ever-changing, ever-in-motion commitment to innovation.
Concept 4: THE LIGHT
When showing warm, human imagery, it's easy to get caught up in a sterile and expected kind of photography. This is the last thing we want for Zogenix; there has to be a meaning behind each design decision we pursue. One overriding theme of the company is its light-speed inception and business goals; this is a company that moves quickly, decisively, and powerfully with products that have serious potential to change how we experience medicine. Waves of light, transmitting information, energy, innovation, connecting content with sunblasted, backlit photographs of real and unposed people conveys the Zogenix experience in a completely different way. This one is about feeling.
Concept 5: BIG BANG THEORY
What drove the people behind Zogenix to leave their highly successful posts at other companies to found a new model in specialty pharma? We think it's the realization that legitimate issues in drug delivery were going unsolved, and only through a groundbreaking partnership of medicine and technology could an answer be found. That moment when the idea hit—the 'big bang'—is what inspires this design direction, reflecting the sheer energy and artistry that the company needs to be known for.
Our client appreciated the breadth and depth of the design directions. They saw merit in each concept, but ultimate selected "The Path". This concept does a nice job of portraying the company's innovative technology, while simultaneously capturing the softer, more human side of Zogenix. This concept effectively portrays a young, fresh company on the verge of great things.
Please visit zogenix.com to see how the concept came to life!
The Lilly MDR-TB Challenge
posted on 2 January 2008 by jose
In our deadline driven world, we live our lives jumping from challenge to challenge. As designers and communicators, this typically involves the management of internal teams, tasks, and responsibilities, as well as the coordination with client teams (often around the globe). The recent Eli Lilly MDR-TB project proved to be no exception to that landscape.
In a very short amount of time, we were charged with: building a new brand, creating a style guide for that brand, and designing/producing multiple pieces (oversized event booth panels, brochure, thumb drives, PowerPoint template, press kit folder, and a materials binder). Add to that, the need to write, edit, and proofread copy across all those channels, working with 14 different partners, and two client entities on opposite sides of the globe (not to mention liaising with a customs broker and back-up printers in South Africa) - and you have the recipe for an all night Starbucks marathon.
As a seasoned design communications executive and yes, a movie buff of sorts, movies like Braveheart come to mind–where heroics are achieved under often impossible odds. Sure it’s a stretch, but when you witness our CCC teams coming together with their various disciplines and experiences in a streamlined unity to overcome challenges to effect success and meet every deadline, it very often feels the same!
Across the entire spectrum of public relations, advertising services, design, production and our client teams, it was a victorious experience.
I could go on with this lofty discussion and although this actually happened in November, it gives me renewed vigor as I recall witnessing and being part of this undertaking.
