A Story of Resilience

In 2014, Exelixis faced an uncertain future after the failure of a pivotal clinical program with its lead product, yet persevered and prevailed, with three medicines for forms of kidney, skin and thyroid cancers, a robust clinical development program and a restart of discovery efforts. The company retained our team in early 2017 to update its corporate brand story and visual identity to reflect its achievements and impact on patients. Using our ALIGNSM Methodology, we created a mission-driven positioning with “Resilience. Results. Remission.” as a meaningful tagline that captures the company’s cultural essence, brand promise and reason for being. The leadership team also wanted a simple set of memorable values that reflected the company’s high performing culture. We crafted three statements to inspire action – Be Exceptional, Excel for Patients and Exceed Together – and created a credo that brings these words to life. Our comprehensive launch and engagement highlights Exelixis’ identity and brand story across multiple channels — a new corporate website, collateral materials, and company-wide Intranet — all designed to unify culture and communications in a way that builds Exelixis’ brand from the inside out.

Our Role

  • Qualitative and Quantitative Research
  • Brand Positioning and Messaging
  • Corporate Identity System
  • Mission and Values
  • Internal/External Brand Launch Planning and Activation
  • Website Design and Development
  • Digital Workplace Strategy and Implementation

“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, Executive Vice President, Public Affairs & Investor Relations