Challenge
SCYNEXIS is a publicly traded anti-infectives company whose business is transforming at pace. Its innovations give healthcare professionals powerful new ways of treating fungal infections.
The company initially focused on a women’s health product, Brexafemme, that treats yeast infections. However, its technology also enables products that are effective against serious and deadly infections that require treatment in hospital settings.
Brandpie was challenged to create a strategic brand positioning that would help SCYNEXIS tell this bigger story through a single narrative that could apply to all the company’s products and resonate with its many audiences.
Idea
Over previous decades fungal diseases have grown increasingly resistant to the limited treatment options that have been available. By creating a ground-breaking class of new drugs, SCYNEXIS has effectively opened a new front in the battle against these insidious diseases.
This idea of bringing new weapons to what’s effectively an ongoing arms race against a difficult opponent led to our core positioning idea.
Brandpie’s strategic and creative smarts brought us together around a big idea that gave us a simple story that instantly resonated. They have a knack for cutting through complexity to get to what’s really important.Debbie Etchison
Executive Director, Communications and Investor relations
Brand positioning: A dynamic force in the never-ending fight against fungal disease
This positioning idea gave SCYNEXIS a flexible platform to communicate three key elements of the story.
Firstly, that SCYNEXIS is a dynamic force because it has created a ground-breaking class of new drugs.
Secondly, that company’s innovations are impactful in the fight against multiple diseases which maximises their ability to save and improve lives.
Thirdly, that the technology SCYNEXIS has developed can be applied to the creation of more new treatments.
Verbal and visual identity
Once we’d aligned the SCYNEXIS leadership team around a newly defined purpose, ambition and positioning we developed the story in more depth, creating a core narrative for the business and the key copy boilerplate elements that would help bring the brand to life in written communications.
We also gave the business a comprehensive visual identity make-over with a more contemporary color palette, typography, photography, and suite of supergraphics.
Website
We launched the new brand story by designing a website that reflected a bold positioning and the ground-breaking nature of the company’s innovative class of drugs.
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