Client
Advolink (formerly Primaryimmune Services, Inc.)
A commercial subsidiary of the Immune Deficiency Foundation (IDF) that links patient advocacy groups with better rare disease care through clinical trial development, direct-to-patient therapeutic distribution, and disease state management services.

Audience
This complex business structure with three lines of business essentially needed to market itself to three primary audiences: manufacturers, rare disease patients and their corresponding advocacy groups.

Marketing/Business Objective
Rename and rebrand Primaryimmune Services (PSI had been known only for its clinical trial development) to better reflect its revised business model and expanded service offerings; strategically and effectively position the newly named entity in a competitive marketplace.

Creative Strategy
After successful completion of a Positioning Workshop, we compiled a creative brief to serve as a guide for name and tagline development. Numerous possibilities surfaced but "Advolink" was the clear choice given the company’s interconnected lines of business that worked independently well, but cohesively better to serve the rare disease community. Shortly thereafter, “A Unique Approach to Rare Disease Care” became the support tagline. Having been an integral part of the marketing research stages, we then confidently presented a logo to capture the essence of Advolink’s brand. Three interlocking droplets (reminiscent of IV infusion drops) stood strong to represent the company’s three lines of business. The rotation and color palette of the droplets conveyed a cyclical progression to reinforce the complementary nature of each business line. Warm colors emphasize a personal touch and contrast against a strongly cool-colored competitive marketplace. Together, the three droplets proudly form an “A” shape to reinforce the company’s name. This unique and handsome mark was extended to an identity program (letterhead, envelope, business card and pocket folder) as well as PowerPoint presentation slides.

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