Genzyme - Myozyme

Therapeutic Area: Central Nervous System 
Genzyme discovers and develops innovative therapies to improve the lives of patients with debilitating diseases. Genzyme developed Myozyme to treat Pompe disease. Pompe disease is a rare and debilitating genetic disease that progressively weakens the body. Genzyme hired Addison Whitney to develop the global positioning and messaging strategy for Myozyme.

Addison Whitney conducted a disease and product assessment. Based on findings, Addison Whitney developed a parallel positioning strategy for the disease and the product. The positioning strategy centers around "Progression," relating to disease progression through the body as well as the progress in treatment offered by Myozyme. This concept also drove the creation of the Myozyme tagline, "Fighting Progression," which empowers the medical and patient community.

Addison Whitney then designed the visual brand strategy; including logo, collateral and brand standards. The logo icon incorporates an abstract person who represents hope against the progression of the disease. The selected color palette resonates with the target audience and complements the Genzyme corporate logo and other in-class therapies.

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