MELINTA
THERAPEUTICS
REBRANDING
THE ASK
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.
OUR SOLUTION
UNPARALLELED COMMITMENT
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.
SERVICES
- Messaging map
- Strategic platform
- Brand identity + guidelines
- Digital production
- Print + social assets
- Website redesign
BRINGING IT TO LIFE
BRAND TOOLKIT
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.
OUR IMPACT
Since rebranding, Melinta experienced double-digit revenue growth, and has “righted the ship” from previous uncertainty. It’s helped employee retention and recruitment, building a culture of positivity and hope.
“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 + CEO
MIXX IT UP WITH US
WBENC & NGLCC CERTIFIED