Seagen was a biotech company that developed and commercialized monoclonal antibody-based therapies to treat cancer. Seagen was acquired by Pfizer in 2024.
Client
Seagen
Year
2022
Services
Creative Direction
Brand Development
Design
Photography
Awards
Red Dot Design Awards
Compasso d'Oro
Good Design Awards
A change in name
Seattle Genetics formed in 1990 in Bothell, Washington. Over the years, the name would be shortened to SeaGen in casual conversation — similar to Federal Express, now FedEx. In 2022, Seattle Genetics decided to fully embrace the shortened name and renamed the company Seagen. The shortening of the name was just one of the drivers. Seagen was expanding globally and didn’t want to feel limited by having Seattle in the name.
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Pantone® 128 C
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Pantone® 663 C
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Pantone® 663 C
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Research
We reviewed the internal usage of the name to see how prevalent the shortened name was being used. We also looked at the amount of materials that needed to be updated with the new logo.
Strategy
The internal and external communication materials we prioritized — the most important pieces were scheduled for updates first and the remaining items were tackled when they needed additional content updates.
Creative Direction
We wanted to retain as much equity in the logo as possible while at the same time build a supporting structure that was more robust and flexible than the previous brand.
Design
Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment everyday routines.
Implementation
Leverage agile frameworks to provide a robust synopsis for high level overviews. Iterative approaches to corporate strategy.
Monitoring
Organically grow the holistic world view of disruptive innovation via workplace diversity and empowerment everyday routines.
