Aligning an innovation brand to leadership’s new vision.

Lexicon is one of the oldest of a still very young group of companies—a biotechnology firm. Its roots are deeply imbedded in “discovery.” Our task here was to refresh and update corporate brand messaging to reflect company’s new strategic position and vision as a fully integrated biopharmaceutical company. Acting as a communications advisor and “change agent,” we instituted internal brand disciplines and developed key messages for public launch and outreach. Our work included qualitative research, analysis and message recommendations, website manifest and structure, and coaching of key staff members.