MITSUBISHI TANABE

In pursuit of the impossible

ART DIRECTION / BRAND IDENTITY

Challenge

After launching a groundbreaking ALS treatment, Mitsubishi Tanabe Pharma America (MTPA) needed to craft a compelling narrative to drive growth and elevate their brand. The challenge was to create a powerful brand identity that reflected their pioneering spirit and commitment to advancing medicine.

Solution

I led the transformation of MTPA’s visual identity, starting with a collaborative workshop to align leadership around a bold new positioning statement: ‘In Pursuit of the Impossible.’ The concept captures MTPA’s dedication to pushing boundaries and improving lives. The evolved identity was expressed through a redesigned website, brand film, social media assets, and launch collateral.

'In pursuit of the impossible' represents the brand's perserverance to break boundaries, advance medicine and improve the lives of people struggling with debilitating diseases.

One breakthrough changes everything

A core graphic element, the horizontal ‘breakthrough’ line symbolizes the organization’s trajectory and tenacity. I challenged my team to develop an identity that is both modern and human, while moving away from the clinical, impersonal art direction common in the sector.

The confidence to be bold

The new visual and verbal identity was then meticulously applied to a full website redesign and refined user experience.

Championing the new brand

The evolved visual and verbal identity system was then brought to life in comprehensive guidelines to help accomplish the ruthless consistency desired across all brand touchpoints and channels.

Project Impact

Our approach successfully transformed MTPA’s brand, enhancing its visibility and credibility in the industry. The new identity not only aligned with their innovative spirit but also positioned them as a leader in advancing medical science.

MICHAEL MACKAY

mmackay86@gmail.com 

425 West 50th street 
New York, NY10019