Promontory Therapeutics

Long-time ICR client, Phosplatin Therapeutics, decided that their name was confusing investors and KOLs. It was difficult to say and unmemorable. Thus, they needed to create a new name and adopt a completely new verbal and visual brand. 

They needed something more aspirational, and after some back and forth, ICR helped solidify the new name, Promontory Therapeutics. 

Because their new name that was non-specific to their science, we introduced a descriptive tagline, “Advancing small molecule immunotherapy.” The exact wording was key, as we wanted something that could play off the stylized “P flag” icon in their new logo (signifying forward movement), while specifically identifying Promontory’s scientific area of specialty.

We introduced a color palette that was calming and approachable, a modern typeface for marketing collateral, and imagery that mixed metaphorical photos and videos (often showing impressive, real world promontories to capture the nobility and scale of Promontory’s efforts) with scientific illustrations. The results were a much-needed evolution for a company who was not receiving the attention it deserved (and a Bulldog PR award for Best Rebrand!). Needless to say, the client was very happy.