Aptuit
End-to-end innovation
Global Pharmaceutical Development, Inc. was an emerging company focused on streamlining and supporting the drug development process for biotechnology and pharmaceutical innovators. This company name was intended to be a placeholder while private equity financing was underway. Lippincott was engaged to rapidly create a new corporate name and identity to visually and linguistically represent the mission and vision of the company before its first acquisition was announced.
Challenges
Develop and legally confirm a new corporate name in a compressed time frame—two weeks
Design a corporate identity to reflect the attributes and vision of the company
Create a strategic communications platform to help guide the company’s brand image for the long term among key internal and external audiences
Actions
Crafted the company’s brand positioning and desired image to articulate the company’s unique and differentiating competitive strengths, establish an underlying platform for communications and guide the development of name and logo alternatives
Generated nearly 700 potential names for the new company
Collaborated with the client team to identify a short list of selected names that would undergo linguistic analysis and legal searches in 14 countries
Developed the new company name “Aptuit”, a combination of “aptitude” and “intuition”, to suggest the fusion of natural ability, intelligence and insight that is required to succeed in the complex drug development process
Created a dynamic graphic identity featuring the name Aptuit, in a unique hand drawn typeface. Lowercase letters and pure color were selected to communicate the unique personality of the company, its vision and ability to encompass the entire drug development process through comprehensive, end-to-end capabilities