Syntactx is a mid-sized medical device contract research organization (CRO) founded and led by world-renowned vascular surgeon, Dr. Kenneth Ouriel. From its beginnings, Syntatcx established a strong franchise with medical device makers that specialize in vascular and cardiovascular solutions, largely built on the founder’s contacts and reputation.
In order to continue growing, Syntactx needed to build on its reputation in this single therapeutic area and expand into new markets. Straightline was asked to help Syntactx reposition its brand so that it could become known as a more broad-based CRO in the medical device community.
Straightline was asked to help Syntactx reposition its brand so that it could become known as a more broad-based CRO in the medical device community
Staightline was asked to create a new brand and website for Syntactx that would allow the company to expand into new therapeutic areas. We developed a brand positioning that shifted the focus away from Dr. Ouriel, and instead focused on their high professional standards. We brought this to life by creating the “Syntactx Promise,” a set of values that they promised to bring to every client engagement.
Our next step was to bring this strategy to life visually. We developed a new visual system that was inspired by the Syntactx offices and showcased their professionalism. We used this visual system to develop a new website which we then wrote and optimized for SEO.
Our work helped Syntactx position themselves as more than just a vascular and cardiovascular CRO, but as a CRO with the highest level of professional standards that prioritizes their clients and work above all else.
Deliverables
- Brand and communication audit
- Competitive assessment
- Findings report
- Brand positioning
- Mission, vision, & values
- Messaging playbook
- Visual system
- Logo
- Brand guidelines