Alexion Pharmaceuticals has grown significantly since the approval of its first therapy in 2007. The company spoke loud and clear through its actions: delivering breakthrough medical innovations to patients who need them urgently. However, the company’s brand identity had not been keeping pace with its growth. Alexion asked SmithSolve to:
- Redefine the Alexion brand in a clear and meaningful
- Differentiate the company’s mission, culture and performance
SmithSolve used a customized and efficient branding process to differentiate Alexion and guide development of content and creative concepts.
Our work included:
- Conducted a brand audit and prepared a master narrative to guide all efforts
- Increased the emotional force of communication while maintaining a serious scientific tone
- Used stories and facts to depict the devastation and magnitude of diseases and their impact
- Recruited patients, caregivers, employees and management to share experiences through multiple media
- Captured Alexion’s story through updated photography color, design and layout
The branding strategy successfully focused on a singular message of transforming the lives of patients, while highlighting Alexon’s innovation, commitment to patients and global capabilities. The branding tools supported the company’s recruitment efforts worldwide and promoted a more complete understanding of the company’s value among all audiences.