CASE STUDY

Visual Rebrand for Brickell Biotech

Visual Rebrand for Brickell Biotech

Summary

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.

The Details

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a company might update their brand after a merger or acquisition, if there is a new CEO, or if the images or logo are outdated.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. 

Brickell Biotech Previously

Brickell Biotech Today

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. 

Other Services Clinically Media Offers

Coordinator Training Materials

Including mobile apps, video, print manuals, tri-folds

Patient Training Materials

Including diaries, trackers, appointment reminders, videos, tri-folds, mobile apps, and more

Branding and Marketing

Including brand packages, logo design, social media, PR, IR

Patient Recruitment

Including digital, social media, grassroots, and traditional advertising methods

what our Partners say about us

Clinically Media has been a total success with our practice! The one-on-one professionalism and honest dedication to growing our population has been a resounding success. We look forward to our continuing relationship, thank you!

Study Coordinator

Windsor Dermatology/Psoriasis Treatment Center of Central New Jersey

Clinically Media exceeded our expectations in their recruitment support for Brickell’s two Phase 3 trials. They were efficient and nimble in providing both an umbrella recruitment strategy and customized support directly to sites to ensure our aggressive enrollment goal was met.

Clinical Operations, Project Manager

Brickell Biotech

A true partner from the very beginning -- Clinically Media is a go to team for establishing corporate branding and commercialization planning.  Whether our needs be complete website redesign, social media strategy or efficient market research execution, Clinically Media delivers on time, on budget, with quality work and creative recommendations.  I’d highly recommend this team as an extension of your own.

Commercial Marketing

Candesant

Clinically Media delivered outstanding, high quality creative, visual and graphic web-based solutions within our agreed timelines. I enjoyed collaborating with Victoria and her team, and will definitely consider using their services for future clinical studies. I strongly recommend Clinically Media to other companies.

L. A. Romel

Principal at Lawrence Romel Consulting

Clinically Media’s efficiency and attention to detail contributed to the enrollment success of the Sahara axillary hyperhidrosis study.

Erin Tims, Senior Clinical Director

Candesant Biomedical

Clinically Media did very well and are easy to work with. Will work with them again in the future for sure. And their portal is easy to navigate. Keep doing what you're doing!

James, Study Coordinator

Windsor Dermatology/Eczema and Psoriasis Treatment Centers of NJ

The Clinically Media team is efficient and flexible. They brought new, customized solutions to our recruitment campaign for melasma patients, and they surpassed our goal number of referrals. We enjoyed working with them and hope to work together again in the future.

Dr. Dhawan

Center for Dermatology

We love working with the Clinically Media team. They provide professional, informed marketing advice and analytics, and they always create on-brand and engaging images and captions for Brickell’s social channels.

Chief Marketing Officer

Brickell Biotech

I can't say enough about the quality of work, responsiveness, and flexibility that Clinically Media brought to the project. I hope to have another project that needs Clinically Media's services.

Clinical Operations

Brickell Biotect

Communication was excellent! Worked well with changing a few things to bring in more referrals.

Clinical Research

Hamzavi Dermatology

We are so happy to have partnered with Clinically Media. Working in a small start up environment, we lacked not only resources but expertise. The ideas that CM brought to the table were innovative and fresh, and we saw our boost in enrollment immediately. Victoria and Brenda were not only flexible, but problem solvers -we are grateful to have worked with such a wonderful company.

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