Building a new brand identity to usher in
a new chapter for a clinical-stage biotech
Industry:
Pharmaceuticals and Biotech
Offering:
Branding
Challenge
With Phase 1 clinical trials underway, SAb Biotherapeutics needed a refreshed brand narrative and visual identity to better communicate its singular focus on developing therapies that have the potential to slow disease progression in adults with type 1 diabetes. There was a crunch for time, with a need for the rebrand and website update to be completed in three months to launch ahead of the American Diabetes Association conference.
Approach
Discover
We interviewed 11 SAb Biotherapeutics leaders and external stakeholders to immerse ourselves in the company’s history and unearth their visions for the future. We also identified pain points associated with the company’s current visual identity, website and other external-facing materials.
We conducted several interactive working sessions with executive team members to gain alignment on the company’s new brand narrative and visual identity.
We audited SAb’s existing website to identify areas for improvement, benchmarked comparator companies and developed recommendations for updates to be made.
Develop
- We developed several design options for SAb’s new brand identity, including a new name: SAB BIO
- We drafted refreshed web content to align with SAB BIO’s new brand, messaging and visual identity. In parallel, we developed recommendations for UX/UI and content updates to the website based on the company’s strategic pivot
- We crafted a new brand core, consisting of a brand narrative and brand attributes and writing and tone of imagery guidelines.
Deploy
- We designed an updated website using the newly developed visual identity, brand narrative and tone of imagery and deployed updates the day before a key medical congress, generating positive feedback from executives, board members and stakeholders.
- We developed multiple collateral materials including a comprehensive brand guide, PowerPoint template, letterhead and business cards.
- We presented the new brand identity to all SAB BIO employees during a Town Hall meeting ahead of the official announcement, during which we explained our process and how the new branding would be rolled out.
- We worked in partnership with SAB BIO to announce its rebrand and how it represents a shift in company strategy via press release, media pitching and social posts.
Results
The new SAB BIO brand identity and a refreshed website were announced on the eve of the American Diabetes Association conference, providing an updated public face for company representatives to showcase during their interactions with key stakeholders at this important medical meeting. Stakeholder feedback, including from company leadership, the board of directors, employees, investors, healthcare providers and patient groups, was overwhelmingly positive.
