Enterprise Rebrand
Country Base: USA
Industry/Sector/Keywords: Healthcare, Pharmaceuticals, Institutions, Non-Profits, Biotech, Science, Associations

Below: Before and After Images in Slide Show, Summary, Credits

Summary
Industry Setting

MassBio is a membership organization that plays a critical role in advancing Massachusetts’ leadership in the life sciences. Every day they are evolving the industry, adding value to the healthcare system, and improving patient lives. They advance policy, promote education, and provide numerous services to their members.

Challenge

MassBio has grown exponentially in recent years, yet their brand identity was trailing far behind their growth. It appeared dated, and was not suited for digital environments. To align the identity with their goals, ambitions, and reputation, it was critical they bring it forward in a bold way.

Strategy

Our aim was to build MassBio a new identity that was modern, simple, and dynamic. The identity needed to have broad appeal; MassBio interacts with numerous audiences, among them industry insiders, policymakers, healthcare providers, and patients.

The organization’s new logo suggests fluid connection: MassBio is a bridge between the people, ideas, and companies that shape the industry. For smaller spaces, such as social media, we designed a secondary ‘MB’ logo that is equally representative and iconic. The new identity features a signature color palette, new brand typefaces, and clean, simple composition styles. We developed a streamlined brand architecture that elegantly extends to MassBio’s sub-brands. MassBio is now able to speak to its audiences more clearly and with greater vitality than ever before.

Result

As a result of the rebrand, MassBio quickly saw increased engagement across social media channels. Post impressions on LinkedIn increased by 22,000. Profile impressions on Instagram increased by 4,000. Further, their website has experienced a major increase in traffic. Members expressed their excitement. “Leading the way into the future!” said one. “Love the rebrand,” said another. “MassBio is truly a force in Massachusetts!”

Credits

Client: MassBio – massbio.org
Vice President of Marketing: Rita McAteer

Brand Strategists/Designers: Minelli, Inc. – minelli.com
CEO and President: Mark Minelli
Design Lead: Joseph Allegro
Designer: Nataliya Masroor