UNDENIABLE GROWTH

IRONWOOD PHARMACEUTICALS BRAND IDENTITY & WEBSITE

Formerly known as Microbia Inc., Ironwood Pharmaceuticals hired Design & Co. to create a new branding program for their newly re-named company. After participating in a name search led by a highly regarded market strategy firm, Design & Co. began the branding design process with a challenge from the client. While pleased with the new name, the chosen name was not a “first choice”, as several favored names did not survive the legal vetting process. Further, the client expressed reservations about the obvious disconnect between the new name (”sounds like a building product”) and the company’s drug discovery mission. The naming committee also expressed concerns about the name’s static quality and inherent “heaviness”— not ideal qualities for a successful new pharmaceutical company.

The question for Design & Co. was simple, “How could the new logo and supporting materials counterbalance these negative concerns and perceptions?”

BUDDING BUSINESS

BUDDING BUSINESS

Any reservations about the name change quickly dissipated with the rollout of the new branding program. Our success on the design of the new logo for Ironwood was universally praised for its lightness, sophistication and cool elegance.

“ASK US” CAMPAIGN

Created for Ironwood’s lead sponsorship of the 2012 BIO Career Fair, this distinctive campaign seeks to answer the question, “Why is Ironwood a great place to work?”
The “Ask Us” strips communicate Ironwood’s unique approach, achievements, and culture to fair attendees and career-seekers. Each strip offers a unique perspective into Ironwood’s culture with a simple “Ask us…” question (strip front), and a succinct and pithy answer (strip back).

On the day of the fair, over 2,000 job seekers received 3 strips (randomly selected from a total of 14) inserted into their program book of the welcome packet. Our work on the campaign included the following deliverables:

  • Campaign strategy, concept, and copywriting
  • “Ask Us” strip design
  • “Ask Us” program advertisement design
  • “Ask Us” career fair booth design and production coordination
  • Pre- and post-career fair e-mail copywriting
2,000
JOB SEEKERS
14
POSSIBLE QUESTIONS
3
“ASK US” STRIPS (PER PERSON)
RESULTS

RESULTS

“Ask Us” was a huge success— participant response at the fair was very positive, and most importantly, the campaign was embraced by Ironwood as expression that truly represented them.

ON THE WEB

ON THE WEB

Ironwood’s website is a true reflection of their new brand identity— and this is not limited to just pure aesthetics. Clean and user-friendly, the website is Ironwood’s voice to the world, with a focus on employees. D&CO provided Ironwood with a robust CMS (Content Management System) to make it easy for their employees to update the website.

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