Shaping discovery, improving life
SITUATION
Invitrogen and Applied Biosystems merged to form a $3.5 billion biosciences giant with a new vision – and no name.
MANDATE FOR CHANGE
Express the company’s new vision through a new name, Life Technologies, and transform its environment into an echo chamber that reverberates with what LIFE means.
- Brand identity
- Environmental design program
- Launch events
- Investor communications
- Trade advertising
- Trade show presence
OUTCOMES
+14%
increase in “stands for innovation,” as reported by customers within 6 months of launch
+87%
increase in share price within 6 months (v. +15% NASDAQ composite)
100%
of projected year-one operational synergies achieved four months ahead of schedule
among top 15 best performing stocks by Q3, 2009
Agency: Publicis BOS Group