RXi Pharmaceuticals

When your lead scientist wins the Nobel Prize in Medicine, your need for a distinct and professional brand becomes immediate. We received a call from RXi Pharmaceuticals, a discovery-stage biopharmaceutical company pursuing the development and commercialization of proprietary therapeutics based on RNA interference (RNAi) for treating human diseases, with just this request.

Like many startups, RXi had no identity whatsoever. We had one week to develop a brand for them to meet the press and publishing storm which was imminent. The clarification and significance of their core values was the first order of business. Boldness, strength, and solidity became key points of emphasis. They expressed the need for a mark representing the empirical nature of the scientific core of their company.

As their base is in genetic study, we manipulated a DNA helix iconically and incorporated it into the “X” of their name. Purple, chosen as a dynamic color in technology, contrasted with a warm dark grey, reflects the duality of RXi’s focus on empirical science and cutting-edge scientific exploration.

Client: RXi Pharmaceuticals

Services: Branding, web design, graphic design

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