Creating a new corporate brand

Opportunity

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.

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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. 

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“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

Let’s Connect

Looking to start a project, find a thought partner, or join our team? Get in touch!