The Biotechnology Industry Organization (BIO) is the world’s largest biotech organization, providing advocacy, communications, and business development services for its 1,100+ members, to advance breakthrough discoveries in the industry. BIO has experienced sustained growth in membership revenue, its annual conference and exhibition, and other product lines, all while becoming a world-class organization.
BIO retained McKinley to create a strategic identity program that reflects how members and stakeholders perceive the organization and a framework to ensure that these perceptions are consistently reinforced in its various communications, materials and daily actions. BIO initially wanted a subtle evolution of their dated brand. The end result was more along the lines of a revolution—a fresh, distinctive approach appropriate for an organization of their magnitude and focus on innovation. To develop the new brand identity, McKinley worked closely with BIO staff to understand the organization’s strengths, challenges and opportunities, to develop and execute a research plan to identify current audience perceptions of BIO and measure awareness of certain attributes to create a powerful corporate identity strategy, messaging, image and visual identity.
VALUE TO CLIENT:
The compelling new identity and direction helps to distinguish BIO as the industry leader and unites the brand across dozens of sub-brands and departments. The final branding package includes a full suite of stationary, templates, and other materials, a robust set of style guidelines, and a comprehensive system for configuring any number of sub-brands. BIO’s new look was unveiled at its signature event, the annual International Convention held in Boston.