Berlex - Finacea
Therapeutic Area: DermatologyBerlex Inc. developed the first topical drug for the treatment of rosacea. The drug is a topical gel and is the first to be specifically approved for treating rosacea in over ten years. Addison Whitney was commissioned to develop an identity for this drug that would convey all the emotional and functional benefits of the drug while also conforming to FDA guidelines.
Addison Whitney created the name Finacea for the new product. To further reinforce the brand positioning, Addison Whitney also created the unique and distinctive logo design. The brand identity was validated with physicians and patients through primary market research, and data revealed that the logo has a soothing appearance that appeals to both male and female target audience members. Validation research confirmed that the brand identity developed by Addison Whitney reflects the competitive advantages that Finacea brings to the market. Finacea is now produced by Intendis Inc., part of the Bayer group.
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