Our client, a Top 25 pharma company, developed a new asset that had wide-reaching positive impacts on a specific indication and those suffering from the disease. We looked to create a name that would not only find regulatory approval but would also highlight the impact on the lives it would have.
To meet a growing homeowner desire to keep an eye on activities inside and outside their home or apartment day and night, Panasonic Consumer Electronics developed a single HD camera to protect your front door and cover the entire perimeter of the home and yard to do just that.
Cisco has long been a brand who welcomes growth through acquisitions, and had in place a strategy to integrate these new brands. But when they felt it was time to re-examine and determine what the next step in their brand growth should look like, Addison Whitney’s brand strategy team provided the best direction in which to take.
When Becton Dickinson (BD) engaged our team they were in the process of developing a new auto-injector that would be a customizable self-injection platform product. BD plans to customize and develop this auto-injector for pharmaceutical companies to deliver their injectable drug therapies for patient and/or caregiver self-administration.
With a new differentiating drug and dispersion technology looking to make space in the crowded respiratory area, our client, a Top 25 pharma company, looked to us to create names that had to check a number of important boxes while still delivering on the necessary elements of successful names.
Our work with Microsoft spans diverse business units and target audiences, from professionals and gamers to consumers and students.
A first-in-class antibody asset needed to find a name that would stand out in the crowded oncology therapeutic area, a space which also posed potential roadblocks for approval. Collaborative efforts between us and the client team resulted in an end result that was both creative and able to pass the necessary regulatory processes.
With the merging of three of the largest healthcare information management organizations, a new entity needed to be created that would both encompass the best of these brands while also forging a new direction, a direction we helped create while developing Ciox Health as a new identity.
Two Top 50 pharma companies developed a new asset which would be developed for different regulatory agencies and marketed in different geographic areas. Each name had to go through our exclusive linguistic evaluation process with well-defined guidance to fit the appropriate end result, while also tying the two names together.
Actavis developed a new CNS asset and looked to us to not only build a brand name, but to put our market research expertise to work in thoroughly screening and testing the name for regulatory approval.
A name that is easily recognizable for the consumer, describes the new technology, fits within the established naming architecture, and fits with a global linguistic audience – these are the cues our team took to drive the creation of a new technology name for Nike – REACT.
The joining of two of the largest pharmaceutical brands in Japan provided the opportunity to create a unified brand vision, mission and values - along with a visual brand and logo that looked to the past and the strength of the brands - while also forging a new future identity moving forward.
Seeking a visually creative solution that would align its U.S. corporate and employment brands, Astellas’ corporate communications and recruiting teams desired to bring the employment brand to life by borrowing concepts and inspiration from its corporate brand.
Abbott Cardiovascular, with growing equity in its XIENCE brand of drug eluting stent products, looked to leverage this equity to expand the portfolio for its next generation of products. Since we’d already engaged with Abbott on previous XIENCE work, we were well-equipped to develop these new brand names.
Taking a change in strategy to prior assets, Actelion looked to highlight the treatment and end results for its new PAH asset, resulting in Uptravi, which we developed to provide an inspirational connotation to patients while also standing out in a crowded marketplace.
When a variety of financial institutions joined forces to create the largest community bank in South Carolina, they turned to us to build the new brand, from the ground up.
With a new therapeutic option for those suffering from epileptic seizures that had high future potential with current, anticipated and potential indications, a name needed to be created that would find itself appropriate for all stages of the product lifecycle. This is where our ability to tap into the extensive experience and ability of our market research team came into play.
Our ongoing relationship with Carnival Cruise Lines is a testament to our client-first mentality. We’ve supported the cruise line with projects ranging from bar and restaurant identities to social and recreational brands.
Bausch + Lomb are renowned for their position as a global eye health organization. So when they developed a new surgical technology, the bar was high for its brand name, one that needed to speak to the patient and the surgeon with the same positive result.
When Bank & Office Interiors approached us, it was in the process of merging with its direct competitor, BarclayDean. It was unclear to each company how to align the multiple brands involved: three brands currently operating under the Workspace Development LLC, and the new BarclayDean brand.
Fujifilm Medical Systems is a leading provider of medical image and information products and technologies for acquiring, processing, presenting, managing and storing diagnostic images. When Fujifilm engaged Addison Whitney, the company was in the midst of transitioning from a manufacturer of x-ray film to a developer and marketer of medical software technology.
GE Healthcare developed a new innovation in ultrasound technology, and looked to us to develop a brand name for the new technology while subsequently developing a strategic direction for future brands and the brand portfolio.
In developing the brand strategy and visual branding for the company’s new asset, our team led research and strategy information created a picture of what factors would impact the brand, and how they could paint a picture to help the brand find its marketplace differentiation.
Aegerion entrusted us to define the brand direction for its first asset. As an orphan drug and one with a variety of potential future indications, the Addison Whitney teams developed the target audience profile and then created the branding elements with a firm eye on how to best serve these audiences.
When looking to create strong brands for a pair of clinical trials, Eisai looked to us to build these brands from the ground up. These brands, APT and ASTUTE, looked to build equity in the two products early in their life cycle while also setting the foundation for future branding efforts.