Visual Rebrand for Brickell Biotech
The Challenge
Brickell Biotech, Inc. is a clinical-stage pharmaceutical company. The Brickell team develops innovative and differentiated prescription therapeutics to treat immunologic conditions, neuroinflammation, autoimmune diseases, and other indications. In 2018, the Clinically Media team completed Brickell’s visual rebrand efforts, keeping their company’s values and story at the forefront.
Visual components are often the first thing people notice about a brand, and the part they remember most. In fact, approximately 65% of people are visual learners. That’s why a company’s visual brand needs to reflect their mission, values, and purpose. The visual elements go beyond just the logo; it’s the colors, typography, and general feel of a company’s website, marketing materials, social media, and more. Corporations update their brand around every seven to ten years, and the impetus for a visual rebrand is not limited to time. For example, a company might update their brand after a merger or acquisition, if there is a new CEO, or if the images or logo are outdated.
For Brickell’s team, as they embarked on bringing their hyperhidrosis study drug through Phase III of the clinical research funnel, they were ready to update their brand. Brickell decided it was time for a brand refresh to reflect their cutting edge clinical research and to remain modern and relevant.
The Solution
The Clinically Media team brought Brickell's new brand to life with a focus on a modern visual portfolio to reflect the company's values of vibrancy, innovation, experience, efficiency, and collaboration. An updated logo, color palette, typography, and other design elements were developed in a cohesive manner to echo Brickell's brand purpose and personality. With the visual rebrand and website refresh, Brickell saw an improvement in their new website's session duration, bounce rate, and an impressive increase of more than 20,000 new users.
When revising a logo, the first step is identifying the most recognizable part of the logo, which is the part that needs to stay the same. For Brickell, that was the icon and name. We simplified the design and updated the typography and colors; the wordmark and icon convey the company's sleek sophistication.
Before & After
Color Palette and Typography
Similar to the logo, it is important to keep some consistent elements in a brand refresh, including the colors. We stayed true to Brickell's blue and orange and extended the colors around them for more freedom and ability to create sophisticated designs. We developed two shades of both blue and orange and included two shades of teal. We were able to implement gradients and bold, colorful design on the website, social media posts, and paid advertising.
We picked the font Avenir for its readability and modern look. Avenir is used for all text headlines and body text. The different variations of Avenir made it possible to look great on any screen size as well as print.
Imagery
Part of the general feel of a visual rebrand are the images a company uses. Through thoughtfully selected photos, we set out to symbolize Brickell's "Making Fresh Tracks in Medicine" motto and to demonstrate how Brickell is charting unknown territories in medicine with a team-first mindset. Therefore, we selected images of people who are making new paths in the outdoors. These images are also a nod to Boulder, Colorado, where Brickell's headquarters are located, and a place known for its outdoorsy lifestyle.
