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 six 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

DEI philosophy and communications

Visual identity and brand system

Advertising and collateral

Corporate website

Corporate intranet

25th anniversary strategy and support

Presentation support

Brand Imagery library

A new brand and visual identity system centered on “Super-X,” the hero of the Exelixis story.

Exelixis Logo
Exelixis Logo
Exelixis Logo
Exelixis Brand Manual

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.

Exelixis Campaign
Exelixis Campaign

We partnered with Exelixis’ HR team to raise awareness of diversity, equity and inclusion activities at Exelixis, including building community through employee resource groups.

Exelixis DEI Logos

The new branding and campaign culminated with a refreshed website that used a dynamic and flexible content strategy to drive engagement.

Exelixis Website
Exelixis Website
Exelixis Mobile Website Exelixis Mobile Website Exelixis Mobile Website
Exelixis Website Content Feature
Exelixis Website Content Feature
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