Situation

Launching a new brand is challenging during the best of times. Launching a new brand during a global pandemic is straight-up daunting. Thankfully, the team at Crinetics Pharmaceuticals, a pharmaceutical biotech specializing in rare diseases and cancers of the endocrine system, trusted Migration Marketing to partner and help bring their vision to life.

Approach

We designed and hosted a virtual brand discovery workshop with key stakeholders from the Crinetics organization. Attendees completed a survey in advance of the session, which helped inform the exercises used during the workshop. The team spent a lively afternoon aligning on the Crinetics brand voice and values along with key brand messages and communications hierarchy. Coming out of the session, Migration Marketing developed the Crinetics brand identity and guidelines, complete with brand values designed for each of their core audiences.

Once the brand guidelines for Crinetics were complete, Migration Marketing was tasked with developing copy and applying the visual updates for their recently launched corporate website. We worked closely with members of the corporate communications and patient advocacy teams to ensure the true spirit of Crinetics was reflected in both the language and the accompanying web page designs.

Success

By collaborating with Crinetics leadership, we helped the organization define its brand voice and visual identity and develop a distinct brand presence in the pharmaceutical community. Additionally, we applied the changes from the newly created brand guidelines to the Crinetics corporate website in time for critical investor meetings and industry conferences.