In July 2015, Quintiles and Quest Diagnostics launched Q² Solutions, a new global clinical trials laboratory services joint venture. Q² Solutions was created to help biopharma customers improve human health through innovation that transforms science and data into actionable medical insights.
Quintiles, the world’s largest provider of biopharmaceutical development and commercial outsourcing services, has been a Signal client for more than a decade. The Quintiles team reached out to Signal to support the Q² Solutions launch and to provide integrated, multi-channel marketing and communications support. The objectives of the campaign were to create excitement, raise awareness – and create a modern brand and messaging that highlighted the capabilities and personality of the new organization.
Signal was given the exciting challenge of creating and implementing a brand identity for Q² Solutions on an accelerated schedule – just a few months! Our creative team started with the Q² Solutions logo and standout core messaging – elements critical to distinguishing the new organization from its industry-leading parent companies. Our work helped to capture the brand’s essence (“Actionable Insights for Better Health”) and smart, progressive personality. The messaging created alignment within the team and across communication channels.
(Insert Q² Solutions logo)
The complete visual system included:
We also developed complete brand standards / style guides (abbreviated and detailed versions) to ensure proper usage of the new identity.
Signal designed Q² Solutions’ entire suite of marketing collateral materials, including:
We created Q² Solutions’ website, enabling visitors to easily access relevant information about the new company’s services and differentiators (a phased deployment).
The creative team designed national tradeshow banners and tradeshow booth graphics aligned with the new brand architecture. Signal is also producing a lobby wall video to establish a strong, coherent presence for visitors arriving at company headquarters.
We produced numerous print ads for publications and created monthly digital ads with tracking.