Case Study: Exygen

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Exygen Case Study

How do you move from being a nationally recognized environmental analytical testing lab to one of the world’s leading pharmaceutical contract research laboratories? First, you have to be really good at the science and assemble the expertise to deliver on those contracts. No easy accomplishment. Then you need to have a dead-on marketing plan backed by a proven sales team. Updating your logo and keeping your name “Centre Analytical Laboratories”—even if it does come up first in the search engines, has some very significant challenges. Not the least of which is that counting pollutants in water and soil—“dirty science” is at the opposite end of the positioning realm from the absolutely “pure science” of doing contract pharmaceutical research. Besides, the environmental analytical laboratory business was quite established and making a profit.

The answer? Create an entirely new and totally unique entity. Right out of the box, if you want to be top tier, make sure you look, act like and be that kind of business. You can’t mimic others at that level, you need to assume a market leader position and deliver better services and better performance than the competition. You need to not only be that good, you also need to have a persona that reflects confidence and competence.

In this case we delivered a new brand for this internationally-capable and highly expert entity… Exygen Research. The name connotes power and applied intelligence—easy to pronounce, memorable and wholly different from the rest of the industry. Rather than take on the traditional blue/green/mauve/gray color palettes of the market, a bold black and white with accents of bright red design theme instantly set the new company apart. The tenor of the copy clearly expressed expertise borne from years of disciplined applied science. The defining corporate phrase “Proven Results,” offered potential clients the success that they were looking to achieve. In a few short months the expertise within the company had the opportunity to take on some of the most powerful research labs in the world and win. Exygen Research went from a non-entity to a major player in a very highly competitive field to a company ripe for acquisition—all in less than three years. That’s a partnership. There is so much more to the story… we invite you to call and ask us.

You can’t mimic others at that level, you need to assume a market leader position and deliver better services and better performance than the competition. You need to not only be that good, you also need to have a persona that reflects confidence and competence.


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