Asserting Market Position as “The Lipid Management Company”
Esperion is a pharmaceutical company that specializes in developing and commercializing complementary, cost-effective, convenient, once-daily, oral therapies for the treatment of patients with elevated low-density lipoprotein cholesterol (LDL-C).
We worked with Esperion to hone their corporate/product positioning, messaging and visual identity.
A narrative workshop enabled us to define Esperion’s story and values and set the foundation for further creative exploration to develop insights into the brand’s essence, promise, attributes, positioning statement and key messages.
Stakeholder interviews and extensive brainstorming led us to a core insight that informed our subsequent thinking: Esperion could stake out its market position by asserting its expertise as “The Lipid Management Company.”
After a renewed identity was solidified, the team executed a soup-to-nuts website overhaul, including a creative campaign reflective of the lead product candidate’s targeted method of action, front-end visual design and mobile optimization.
The result was a sleek, functional and modern digital platform capturing Esperion’s cutting-edge approach to cholesterol management.