A complete verbal identity for leading-edge cancer medicine

In April 2020 a new globally active pharmaceutical company was launched, focusing on intractable cancers and autoimmune diseases.

Based on proprietary technology, it creates new precision drugs with a broad development pipeline, including anti-HER2 ADC [vic-] trastuzumab duocarmazine (SYD985) for breast cancer.

It is a spin-off from Synthon Pharmaceuticals, a multinational that focuses mainly on high-quality generic and hybrid medicines.

Together with Designbridge (then VBAT) we developed the verbal and visual identity. We did this by interweaving our processes, with us being responsible for positioning and brand story, brand essence, brand name and tagline, while Designbridge was responsible for the logo and visual identity.

The founders, especially Jacques Lemmens, turned out to be remarkably good storytellers. We quickly experienced the rich corporate culture of parent company Synthon. Their wealth of inspiring stories always showed their deep commitment to outsmart cancer and autoimmune diseases.

As a brand personality a passionate and daring explorer emerged, working in laboratories with extremely stringent quality and safety requirements. Yet he offers patients in a seemingly hopeless situation the prospect of a solution.

Globrands formulated the brand essence expressed in the promise 'Make hope real'.

The name Byondis was developed by the international Globrands network. It clearly expresses the character of the brand, while meeting all linguistic, trademark and domain name requirements. It was received very positively by both employees and investors.

The name exudes the ambition and pioneering spirit so characteristic of this brand, as Byondis emphatically associates with "beyond this".

For a new brand like Byondis, it is important to make clear what the domain is. It was important to do this in a distinctive and progressive way, while still being serious, reliable and objective.

This led to the tagline 'creating precision medicines'.