Bio-Med

brand positioning | messaging | brand voice | naming

What They Needed 

When BioMed Realty, a leading developer for life sciences companies, was looking to add an amenities building to a new South San Francisco campus, they came to us to help craft its story. This building would be the centerpiece of the campus, housing different restaurants, a gym, and many co-working spaces, all managed by different vendors. Along with telling a story compelling enough to give an advantage in the battle for talent to BioMed’s tenants, we were also tasked with gaining consensus from this varied group of stakeholders. 

What We Did

Through a series of interviews and thorough audits of both the competitive landscape and the market trends, we found that their industry felt siloed and competitive by nature. The positioning we crafted focused on the importance of shared experiences and collaboration to innovation. We formed a personality that felt familiar yet flexible and energetic, and the brand story incorporated elements of the community to create a space that feels inviting to all. 

The Outcome

With our research, we were able to craft a lofty brand vision that united all stakeholders.; to create the blueprint for how life science campuses attract talent, foster innovation, and revitalize communities. This vision has been a guiding principle for all vendors and is a key part of the creative brief.