Intended to address a niche population, TAK288 directly addresses EGFR mutations in lung cancer patients who currently have no other treatment options. This unmet need caused overwhelming complications and struggles within the patient population that should be at the center of this clinical trial brand.
With a big first impression on the line, we took extra time in client meetings to explain the rationale behind each name choice. We took that time to review and discuss all options and implications of their brand to ensure there was a strong understanding and familiarity behind each option presented. This same approach was taken through our logo ranking survey that helps clients prioritize and refine the creative.