New England Discovery Partners – 2.0
NEDP was formed in 2012 to help meet the growing demand for highly skilled synthetic organic and medicinal chemists who understand the necessary steps required to successfully identify and develop new clinical compounds. The company is staffed with experienced pharmaceutical scientists who have managed drug discovery programs from early lead identification to clinical development.
New England Discovery Partners has expanded to provide a wide range of drug discovery services to academic investigators, pharmaceutical and biotechnology companies, and venture-backed startups. They recognized the need to rebrand itself to better communicate their expertise and passion as one of the leading Contract Research Organizations in the northeast.
The name NEDP, telegraphs the company's location, mission, and value. The challenge was to develop a symbol that was dynamic, chemistry-based, and engaging. We also had to select (and customize) typefaces that allowed the letters, NEDP (and their corresponding words), work as a legible unit.
We determined that their brand personality had to be about the quality of their people and the passion they possess for the discovery process. The Website was structured and built with a clean user interface to engage any audience with an overview to each channel, along with access to more detailed information. To further the new brand, we wanted to develop a tagline that articulates the NEDP mission – Making molecules that matter does just that – with a symbol that complements their new identity.
Establishing great photography to support the new brand voice with a tone that was authoritative, yet not overtly formal, was important. The imagery had to express the company's diversity and experience in a confident, informative, yet open manner. Well-planned art direction ensured all images (portraits, labs, offices, and details) would be used effectively throughout the site and support collateral.