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Advanced Magnetics wanted to change its name to its ticker symbol, AMAG, but worried that it may be too harsh or industrial for a pharmaceutical company. They came to us to solve the challenge of an appropriate branding for the new name.

Campaign Objectives
Create new branding that felt emotionally appropriate for a pharmaceutical company, given that the new name could have been construed as harsh and/or industrial.

Big Idea
The word AMAG is very interesting from a structural standpoint, especially when capitalized. We decided to make this structure our focus, as the strict structure of molecules and processes facilitate a pharmaceutical company’s work.

We turned the name into the core design element for the new brand, employing the strong shapes to create a clean, contemporary look. This look was warmed up by red tones that act as a subtle reminder of the company’s roots in the development of superparamagnetic iron oxide nanoparticles.

Campaign Elements
• Corporate logo
• Suite of business materials

Results
Upon presentation, the client’s decision-making team of 8 marketers and C-level execs unanimously responded that the new branding was exactly where they wanted to be. Their excitement was contagious as the new company name and brand was introduced to the employees, stockholders, and customers of AMAG.

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