Exelixis, a promising biotech startup, faced the classic challenge of translating complex scientific innovation into meaningful market positioning. The company needed to communicate its pioneering approach to drug discovery while establishing credibility with partners, investors, and the scientific community. This required more than technical language—it demanded a narrative that could make Exelixis' scientific breakthroughs accessible and compelling.

Partnering with the Hane Chow agency to lead a comprehensive brand development process, we worked with stakeholders from the leadership team, R&D, and IT to create an integrated website and intranet experience. At the heart of this work was a new tagline—"A Better Way to Better Medicine"—that encapsulated Exelixis' dual commitment to innovative methods and improved patient outcomes. This positioning highlighted both the company's methodological efficiency and clinical effectiveness in a concise, memorable way.

The digital experience was designed to balance scientific rigor with accessibility, ensuring that different audiences—from research scientists to potential partners—could understand Exelixis' value proposition. Every element of the brand expression was crafted to communicate precision, innovation, and purpose.

The refreshed brand quickly delivered impressive results: 30,000 website hits in the first week and a series of strategic partnerships including GSK ($35M) and Symphony Evolution ($80M). Perhaps most significantly, the brand positioning helped secure a partnership with Genentech, creating a pathway to market for Exelixis' promising therapies. The clear articulation of Exelixis' approach helped transform scientific potential into concrete business relationships, accelerating the company's growth trajectory.