Exelixis
Turning corporate inflection points into invigorated brand momentum.
Our challenge and opportunity
Exelixis sought a partner to update its corporate brand image to reflect its achievements and impact on patients following a corporate restructuring effort.
Over the past seven years, Waterhouse worked with Exelixis to create and execute a series of successive campaigns and integrated marketing touchpoints that help the company meet the evolving needs of its business and key stakeholders.
Over the past seven years, Waterhouse worked with Exelixis to create and execute a series of successive campaigns and integrated marketing touchpoints that help the company meet the evolving needs of its business and key stakeholders.
What we did
Research, brand strategy and positioning
Recruitment and HR communications strategy
Internal communications and programmatic marketing
Visual identity and brand system
Corporate advertising and collateral
Corporate website
Corporate intranet
Presentation support
Brand Imagery library
Recruitment and HR communications strategy
Internal communications and programmatic marketing
Visual identity and brand system
Corporate advertising and collateral
Corporate website
Corporate intranet
Presentation support
Brand Imagery library
A new brand and visual identity system centered on “Super-X,” the hero of the Exelixis story.
A refreshed brand imagery library conveyed the employee experience and scientific narrative across channels.
A national campaign emphasized Exelixis as an oncology innovator. Paid media targeted corporate stakeholders at key conferences.
The new branding and campaign culminated with a refreshed website that used a dynamic and flexible content strategy to drive engagement.
“It’s rare to hear our CEO say that he’s ‘blown away.’ That was Mike’s reaction to the brand platform developed by Waterhouse Brands. Rarely do you find a team that has the ability to truly listen, differentiate with authenticity, craft language that compels action, and execute on all the details flawlessly!”
Susan Hubbard
EVP, Public Affairs & Investor Relations, Exelixis
