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.
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.
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