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.
Traditionally, PAH asset branding focused on the disease and not the treatment. When Actelion developed its new asset that would shift how treatment was administered and how patients would be impacted, they wanted the brand name to represent that shift.
Not only this, but there were advantages to finding a name that was unique to other assets in its portfolio.
We looked at these creative cues in developing “Uptravi.” We looked to highlight these advantages to inspire patients to see the end result of restoring their movement and ability to resume a more normal life.