| BRANY - Biomedical Research Alliance of New York
2009 REBRAND 100 Winners > notable
Industry/Sector: Healthcare/Pharmaceuticals - Biomedical
Enterprise Rebrand
Country Base: USA
Below: Before Images, Rebrand Images, Summary
Summary:
Industry Setting - The Biomedical Research Alliance of New York (BRANY) is the largest alliance of research sites in the world and offers a turnkey solution for expediting clinical drug trials. In April 2008 BRANY engaged Point One Percent to better articulate the company offering and differentiate the brand as the company approached its ten-year anniversary. During a company immersion Point One Percent learned that BRANY’s key differentiation is that throughout a very layered and intricate process of drug trial and approval, BRANY acts as an intermediary providing end-to-end solutions and a shorter, smoother path for both drug sponsors and the sites facilitating the drug trials.
Challenge - To create a differentiated and ownable brand expression that would resonate with internal and external stakeholders, as well as to reinforce BRANY as a top-of-mind solution for the efficient execution of clinical trials.
Strategy - The immersion introduced the idea that BRANY was seen by both its internal and external stakeholders as unique, fast, agile and approachable making them the clear partner to bring life saving drugs to market. However, the BRANY brand was not being presented in a way that delivered on this promise, it needed to better reflect the company reputation. To present BRANY as a trusted and efficient partner the brand needed to be comprehensive and infused with an emotional and thoughtful tone of voice. Point One Percent did this by defining a succinct brand promise and extending this promise to materials that were not only more emotive, but also clean, crisp and straightforward.
Result - Point One Percent and BRANY have developed a stationery suite, website, a corporate brochure and trade show materials that align with the new BRANY presentation -- helping it deliver on the promise.
Credits:
Client: BRANY - Biomedical Research Alliance of New York - www.brany.com
Brand Strategists/Designers: Point One Percent - www.point-one-percent.com
Creative Director: Alexander Duckworth
Lead Designer: Katie Mager
Account Director: Sarah O'Connor
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