Biotechnology / Pharmaceutical Company
PROJECT: Re-name a biotechnology startup developing innovative therapeutics in the areas of osteoporosis, oncology, and endocrine diseases.
RADIUS: “Completing the circle” of drug discovery.
BRAND POSITIONING: The biotechnology startup company Nuvios had name was generic and unmemorable, as well as a disconnect from their mission statement/tagline, “Improving life from the inside out.” To compete, they needed a better name. The company is a leader in the discovery and development of drug therapies for treating and preventing osteoporosis and metabolic bone diseases. The name Radius, maps directly to the tagline and advances the concept of the company as elementally essential and scientifically elegant. The “radius” is also, of course, one of the major bones of the human skeleton. The name Radius also helps to position the company as distinctly different from the most biopharma companies with anonymous, invented names, and completes the circle that begins with initial drug discovery efforts and ends with improving patient’s lives.