Exelixis sought a partner to update its corporate brand image to reflect its achievements and impact on patients following a corporate restructuring effort. The company engaged Waterhouse Brands (Waterhouse) to shape its corporate brand and articulate the secret sauce that helped lead the company to eventual commercial success.
How We Helped
From the comprehensive quantitative and qualitative assessment of Exelixis, Waterhouse crafted a refreshed company narrative, memorable corporate values, and bold brand mission centered on the company’s spirit of resilience and commitment to helping patients living with difficult-to-treat cancers. We also completed the first visual update to the brand since the 1990s, complete with a new logo featuring the icon Super-X, the symbolic hero of the Exelixis story. Waterhouse spearheaded the launch of the new brand internally at a celebratory all-employee meeting and externally to the greater community with a complete website redesign.