Branding and Execution
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.
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.
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
- 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).
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.
- 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.