Genome Therapeutics: New Business Launch

A biopharmaceutical company focused on the discovery and development of pharmaceutical and diagnostics products. The company's new services division, GenomeVision™ Services, provides custom high-throughput sequencing, confirmation sequencing, finishing, annotation, assembly and SNP discovery.

To launch of a new services division with a new brand identity, distinct from the company’s corporate identity and logo — in 30 days.

The creation of a brand for GenomeVision™ Services focusing on the “vision” aspect of the division name. Messaging emphasized value, supported with service listings and features.

Competitive positioning with a high-impact look and the highly successful launch (on schedule) at the International Genome Sequencing and Analysis Conference (GSAC). PCG’s distinctive deliverables included a presentation folder, data sheet template, PowerPoint template, trade show graphics, pre-show and post show direct mail campaign with a premium giveaway item, and print advertising. These have earned the brand great visibility in the marketplace.