• Strategic positioning
  • Identity design
  • Campaign development
  • Website design and development
  • Annual report

The X Factor

Idenix is a biopharmaceutical company that discovers and develops drugs for the treatment of human viral diseases—with a focus on the treatment of hepatitis C virus (HCV) infections. We worked with Idenix to strengthen the company’s brand as it pushed forward with the clinical development of its HCV drug therapy, leading up to its acquisition by Merck & Co., Inc. (Idenix is now a wholly owned subsidiary of Merck & Co., Inc.)

A crucial component of the brand refresh involved the company logo.

We worked closely with the company to identify the qualities that make the company special, and the company’s nucleoside chemistry expertise along with its ability to deliver specialized drug therapies to specific tissues in the body rose to the surface. This led our creative team to treat the “X” in the logo with a diamond in the center to convey the targeted nature of the company’s drug-delivery capabilities. We then used the “X” as an iconic graphic design element throughout the company’s identity system and creative marketing materials.