Tonix Pharmaceuticals

The mission for the corporate office was to present itself as a dynamic pharmaceutical development company with deep scientific knowledge. For the medicines company, Tonix wants to obtain more marketshare in the migraine medicine market. To achieve this, we needed to do a deep dive on the competition and present Tonix in a way makes them standout on the crowded marketplace.

Other companies have celebrity spokespeople, which is very expensive. The key differentiator for Tonix is time. Their medication is able to provide relief faster than the competition so that’s the message we embraced and developed.

We built on Seagen’s existing brand equity to signal an evolution rather than a reinvention of the company. The core premise of the logo remained intact, while thoughtful refinements gave it greater presence and impact. Supporting brand elements were refined and expanded to create a more cohesive, consistent system that maintained flexibility across applications.

The design language was built around clear and concise communication. The type was crisp and approachable. The color palette was eye catching and flexible. The consistent structuring of the graphic elements created consistency throughout the organization. Supporting program and department logos were designed as a cohesive system.

Due to the size of the company and number of departments, we decided to tackle the projects in phases. The most mission critical business communications were first — website, investor materials, business cards and email signatures, building signage, Zoom meeting backgrounds, and social media graphics. Changing to the new brand on the remaining items was addresses on an as needed basis.

The brand evolution resulted in a cohesive and adaptable system designed to balance departmental differentiation with a unified brand experience. The refreshed identity brought a crisp, modern presence to Seagen, strengthening its distinction within the competitive landscape. Detailed brand guidelines empowered employees with practical tools and clear direction to create materials that maintained consistency while meeting the unique needs of their teams.