Branding and Execution

BACKGROUND

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 Solutions

Brand identity / creative

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.

 

 

The complete visual system included:

  • Logo and co-brand logo suites
  • Naming exercise
  • Voice guidelines
  • Font treatments

We also developed complete brand standards / style guides (abbreviated and detailed versions) to ensure proper usage of the new identity.

Marketing materials

Signal designed Q² Solutions’ entire suite of marketing collateral materials, including:

  • Fact sheets for multiple services and solutions
  • White papers and other thought leadership pieces
  • Internal screen saver
  • LinkedIn images
  • Collateral templates
  • Outlook and Eloqua email and e-newsletter templates
  • Letterhead, envelopes and business cards
  • Infographics
  • Graphics for social channels
  • Corporate PowerPoint slide bank and template
  • Holiday cards
  • Scientific posters
  • Photo bank
  • Icon bank

Website design / messaging

We created Q² Solutions’ website, enabling visitors to easily access relevant information about the new company’s services and differentiators (a phased deployment).

Environmental graphics

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.

Print and digital advertising

We produced numerous print ads for publications and created monthly digital ads with tracking.


Results

  • What the typical agency of record would have done in a year, Signal did in months (and in some cases, weeks!).
  • Signal completed the work for a fraction of the what the typical agency of record would have charged.
  • Q² Solutions’ team was delighted with the work – and they now rely on Signal as their agency of record.

Website Redesign

Kane Realty was looking to freshen up their existing web presence to reflect a more urban audience. They also wanted to make their site responsive. Signal worked with their in-house marketing team and designers to help streamline and provide efficiencies to accommodate daily property management update requests.

The client loved the new energetic style, colorful icons and tasteful use of white space. The site now is aligned with Kane’s strategic direction and focus for the coming years as the company continues to grow and develop future properties.

Not Afraid to Work Photo Contest

Working with Syngenta to launch the #NotAfraidToWork campaign sponsored by celebrity Mike Rowe, G&S Communications partnered with Signal to build a unique digital and social experience – something different and engaging that would impel users to share photos and stories about hardworking people and tools.

The key was to create a site that was user-friendly. It had to be easy for people of all ages and backgrounds to participate. With Syngenta’s goals in mind, Signal designed a website that creatively incorporates user-generated content, along with clearly communicating  important contest and product information.

Within two weeks of the launch, hundreds of users had submitted their photos. At the completion of the 7-month campaign, Syngenta selected winners for numerous prizes in recognition of their hard work.