PROMONTORY THERAPEUTICS

Phosplatin Therapeutics had a problem. Their name was confusing investors and KOLs. It was overly scientific, difficult to pronounce, and forgettable. It was clear that Phosplatin needed to create a new name and adopt a new verbal and visual identity. 

They needed something more aspirational, memorable, and reflective of their mission. After some back and forth, ICR helped solidify the new name, Promontory Therapeutics. 

Because their new name 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.