MELINTA
THERAPEUTICS

REBRANDING

THE ASK

Melinta is a biopharmaceutical brand who recently emerged from Chapter 11 bankruptcy seeking to relaunch their overarching brand identity and positioning via a fresh and future forward restart. They wished for Titanium Worldwide to provide them with impactful messaging and contemporary creative to strategically move them away from their previous “The Antibiotics Company” positioning to that of a leader in the biopharmaceutical therapeutics space.

OUR IMPACT

Though our work for the Melinta brand is brand new via its spring 2021 launch to market, the client has already noted the impact it has had on their business, and more importantly, their internal culture, which had been previously so negatively impacted.

"I want to personally thank all of you for pouring into our company the way that you all have. You guided us through this process masterfully, as if this were your own company and brand. I am honored and humbled to have worked with all of you and admire your talent, you are all very gifted. Thanks for bringing our vision to life. You have not only touched Melinta but you have made a lifetime impact on me personally. Every step does count and you made this step in our journey an amazing one. Thank you!"

— CHRISTINE ANN MILLER, PRESIDENT & CHIEF EXECUTIVE OFFICER

OUR PLATFORM AND SOLUTION

Utilizing the key insights and overarching objectives established in a message mapping workshop, Titanium’s strategy and creative team unveiled a master “Legendary” platform from which to use as a foundation point for all future brand messaging and creative. The strategy was then further fleshed out based on Melinta’s “Unparalled Commitment” to its patients, showing how the brand takes a humanistic approach to the way it does business, and that its core mission and values are carried through into everything they do.

We knew one of the most important ways for Melinta to stand out in a crowded marketplace was to make certain the new positioning was ready for a go-to-market relaunch that generated buzz and excitement with the reveal. Our team worked around the clock applying the new brand theme across all Melinta existing collateral, and created a comprehensive visual system that demonstrated before and after usage scenarios, with corresponding instructions on how to seamlessly integrate the new branding into all of their sales materials, marketing tools and internal and external communications.

Deliverables: Message map, strategic platform, creative conception and master brand guidelines (logo redesign, iconography, illustration, graphics, photography, color, typography, primary and secondary imagery), business card, e-signature design, e-letterhead, social media content creation, and website redesign.