Brand development

Brand strategy, re-naming, brand refresh and campaign collateral development

NEED: BioGrid's software platform had passed beta testing and the new system was ready for use. This also signalled a point where BioGrid needed to achieve self-sufficiency from soon to be removed government funding. Their need was to launch and achieve ongoing revenue streams within a 12 month period. The need was particularly acute given the new and complex nature of the service which required significant client education.

SOLUTION: A review of the marketing and launch plan was conducted with collaborative revision and a tighter, scheduled development plan put in place. Firstly, a name change and new brand was created, transforming MIMM: BIO21 to BioGrid Australia. T&G facilitated user group research, message refinement and creation of key communication pieces to start the “sales” process to gain new participants both in Australia and internationally.

RESULT: The newly launched brand resulted in BioGrid engaging with a broad range of both technical and non-technical audiences, who gained a clearer understanding of their services.