Charged with implementing a 10-year, $1-billion state-funded investment initiative, MLSC wanted to revitalize its brand to more effectively fulfill its role in propelling Massachusetts' life sciences growth.
Tiziani Whitmyre partnered with MLSC to develop a full rebranding of its image. We interviewed key stakeholders, compiling and analyzing perceptions of the client shared by pharmaceutical executives and researchers, government officials, and academics. A positioning exercise helped determine the best way to present the state’s unique lifestyle and unsurpassed life sciences ecosystem to attract out-ofstate and international companies. We helped create a new tag line — “Investing in the State of Innovation” — a newly unified graphic identity, and a comprehensive new Web site to form the core of the rebranding effort. Supporting elements included corporate identification materials from logos to letterheads, as well as advertising, exhibit graphics, a data sheet template, a brochure, and other collateral pieces.