Content CREATION - BRAND stories - COMMUNICATIONS - CONTENT SHARING APP - MOBILE CONTENT Training
Baxter International announced its intention to spin off its BioScience business unit into an independent publicly-traded company. The BioScience unit has decades of experience developing treatments, services and support for people with orphan and rare diseases. The spinoff company would have the rare opportunity to carry over a strong heritage associated with Baxter while creating and positioning a leading global biopharmaceutical brand.
The BioScience spinoff needed a name, identity and story for the new company expressing its heritage while propelling forward the company as a biopharma leader serving special populations of patients with limited treatment options and high touch needs. The company’s new brand should carry deep meaning for external and internal people. It should express the passion, imagination and inspiration that is making a meaningful difference in the lives of patients so they can dream big and live life to fullest.
Content Laboratory helped to rebrand Rib-X as Melinta Therapeutics. We focused the brand story on the mission, vision and leadership that are creating groundbreaking antibiotics to replenish the world’s dangerously diminishing supply. The new brand story connected a seasoned leadership team and novel science to speed and results in antibiotics development, paving the way for Melinta Therapeutics to become The Antibiotics Company.
Rib-X Pharmaceuticals was a company based on Nobel Prize-winning ribosome science with strong potential to develop breakthrough new antibiotics. Considered to be an R&D organization, the company was shifting to become a commercial organization with new leadership and reshaped strategies. On the threshold of launching its first antibiotic into the market, the company was ready for a fresh start and a new identity.
Content Laboratory led the strategic development and implementation of the new name, identity and story for the company – Baxalta. We developed the story behind the graphical element representing the company’s passion and inspiration – the Baxalta Spark. We integrated the story into the cultural foundations of the company and wove it throughout communications. Content Laboratory also led the global implementation of the new brand from guidelines to materials conversions.