Rick Wise, Michael D’Esopo, Sasha Stack, Jenny Rosenbloom, Kaitlin Leung, Blair Bardeen
Luis Vieira, Jeanine Colgan, Brendan deVallance, Javier Jaminez
Fueled by two blockbuster therapies, a promising pipeline and an unrivaled commitment to the patient community around the world, Biogen’s hemophilia business was thriving. Yet, it was somewhat hidden amongst the company’s better known areas of focus, and it was ready to emerge as its own company. While spin-offs always present unique challenges, the multinational biotech company saw the potential for a successful, standalone hemophilia business.
Leadership of the new entity tapped Lippincott to establish the strategic direction, identity, brand expression and experience of a new brand for the spin-off that would build on the equity of its Biogen heritage while driving toward its own bold vision.
In addition to expressing their self-sufficiency and leadership in the category, the new company needed to remain highly attuned to patient needs for continuity of the treatments they rely on to manage their medical conditions.
Lippincott took time to understand the needs and concerns of the business’ leadership as well as external audiences including scientists, partners, doctors, caregivers, patient families, and other community members around the world, and came to a powerful insight as to what truly set this business apart. The company was committed to sustaining patient livelihoods and to relentlessly challenging what was possible for future generations. The creative platform was thus developed around a meaningful purpose that could carry the spin-off into the future while reassuring its role in the lives of patients: Together, we create progress for patients where they need it most.
With such a powerful purpose, the name would need to serve as more than an introduction. In a crowded industry, the new company needed to stand out with something bold and distinctive — Bioverativ.
The bio prefix creates a clear connection for employees and external audiences to the company’s Biogen heritage as well as its biotech focus. The name then builds from ver, “to see” in romance languages, and embeds veracity, “truth,” in a reference to real results and a commitment to doing the right thing for patients. The name features a precise, staccato rhythm that is reflective of the company’s active engagement in the community as an advocate.
The name is set in a simple, bold wordmark that leads to the DNA symbol. The blue and red genetic planes intersect in a delta that is symbolic of the progress made possible through science and Bioverativ’s deep partnership with the community it serves. The purple the combined colors create is meaningful for the category and distinctive among the competitor set.
The visual communication system leads with people that look directly at the viewer, capturing the urgency and gravity of the Bioverativ cause. A simple, strong graphic language that includes: a dynamic angular device that pushes forward; translucent planes that merge content with context; color pairs that speak to a symbiotic partnership; and elegant typography. The combination helps tell a powerful story across media and channels.
Together with leadership, we designed and executed a smooth transition for the new company. Internally, employees are reinvigorated behind their bold purpose. They now have the tools to help build and tell the story of the rare diseases being tackled by an even rarer kind of company: Bioverativ.
Trading began on January 12th with the new company gaining 18 percent on its first day on the market. To cap off the successful IPO, John Cox, the Chief Executive Officer of Bioverativ, rang the opening bell of Nasdaq on February 15, 2017.