IRONWOOD PHARMACEUTICALS BRAND IDENTITY & WEBSITE
The question for Design & Co. was simple, “How could the new logo and supporting materials counterbalance these negative concerns and perceptions?”
Any reservations about the name change quickly dissipated with the rollout of the new branding program. The new logo 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 career 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).
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
“Ask Us” was a huge success—participant response at the career fair was very positive, and most importantly, the campaign was embraced by Ironwood as an expression that truly represented them.
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.