A Healthy New Focus
Leerink Swann CASE
Background
Founded in 1995, Leerink Swann is recognized as a leading investment bank to both emerging and established companies positioned to shape the future of healthcare. The company's range of services includes Investment Banking, Institutional Sales and Trading, Equity Research, Strategic Advisory Services, and Private and Corporate Client Services.
Challenge
Historically, Leerink Swann was perceived as a successful boutique investment firm. The reality of the firm was much greater. Leerink Swann had grown into a world-class investment bank with an unrivaled focus on healthcare. Further exacerbating misperceptions, most key audiences lacked a clear understanding of the relationship between Leerink Swann and MEDACorp. Was it a division? A joint venture? A product offering? And internally no one spoke about this relationship consistently.
Solution
Protobrand rebuilt the Leerink Swann brand from top to bottom, from vision statement to logo, to collateral. The portrayal of Leerink Swann as The Healthcare Investment Bank staked an "ownable" position they could not realistically be Goldman Sachs, but they could be the "Goldman Sachs of Healthcare." Leerink Swann's new symbol was inspired by several elements, including the alpha symbol, a chromosome, and the fine striations often found in printed currency. The launch advertisement and subsequent campaign in the Wall Street Journal received extraordinary scores for memorability and persuasiveness.
Background
Founded in 1995, Leerink Swann is recognized as a leading investment bank to both emerging and established companies positioned to shape the future of healthcare. The company's range of services includes Investment Banking, Institutional Sales and Trading, Equity Research, Strategic Advisory Services, and Private and Corporate Client Services.
Challenge
Historically, Leerink Swann was perceived as a successful boutique investment firm. The reality of the firm was much greater. Leerink Swann had grown into a world-class investment bank with an unrivaled focus on healthcare. Further exacerbating misperceptions, most key audiences lacked a clear understanding of the relationship between Leerink Swann and MEDACorp. Was it a division? A joint venture? A product offering? And internally no one spoke about this relationship consistently.
Solution
Protobrand rebuilt the Leerink Swann brand from top to bottom, from vision statement to logo, to collateral. The portrayal of Leerink Swann as The Healthcare Investment Bank staked an "ownable" position they could not realistically be Goldman Sachs, but they could be the "Goldman Sachs of Healthcare." Leerink Swann's new symbol was inspired by several elements, including the alpha symbol, a chromosome, and the fine striations often found in printed currency. The launch advertisement and subsequent campaign in the Wall Street Journal received extraordinary scores for memorability and persuasiveness.