Melinta, a biopharmaceutical brand, was emerging from Chapter 11 bankruptcy in 2021 under a new CEO. Seeking a future forward restart, Melinta’s executive team engaged us to rebuild their brand from the ground up.
Our work needed to strategically move Melinta away from their limiting ’antibiotics’ positioning to that of a leader in the biopharmaceutical therapeutics space. This required us to completely overhaul their brand identity, reimagining their messaging and creative to be contemporary and impactful.
Utilizing insight from our proprietary Message Mapping workshop, we unveiled a master ’Legendary’ platform as the foundation point for all future brand messaging and creative. The strategy was further developed into 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 everything they do.
For Melinta to stand out in a crowded marketplace and generate buzz with the reveal, we needed to make certain the new positioning was ready for go-to-market relaunch. Our team worked around the clock applying the new theme across all market-facing touch points. To ensure ongoing continuity, we created a comprehensive visual system that demonstrated before and after usage scenarios, with instruction on how to seamlessly integrate the new branding into sales materials, marketing tools and internal and external communications.
The identity toolkit comprised a kit of parts which allowed for variety and versatility when implementing the brand. Photography focused on patients and the Melinta team, portraying organic and authentic stories. Custom illustrations embodied the spirit of Melinta and its people. Our vibrant and unexpected system of colors, icons and patterns completed the overall sense of boldness and positivity.
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