CurePath

Making pharmaceutical project management software feel less like pharmaceutical project management software.

Overview

Objective

Marc Nelson, a Marine Corps and pharma industry veteran, has helped over 10 pharmaceutical companies streamline their project management efforts and been part of a massive acquisition. Now, he is making his expertise available at scale through a niche project management software built for drug development teams and needed to build a brand around his users.

Idea

During the Definitions workshop we, uncovered a similarity between an adventurous traveller and getting pharma teams from one milestone to the next. They are both on a journey and in need of a direct path toward their destination.

Solution

A new name that speaks to the power of this software and an adventurous brand that encourages drug development teams to navigate with confidence.

Project Scope

Brand Definition
Creative Direction
Brand Naming
Logo Design
Style Guide

Brand Naming

BioPM was the name of Marc's consultancy, but it didn't seem to fit the brand that this software would bolster. We wanted something easily understood and memorable without neglecting the importance of the target user's work. We landed on CurePath as a way to communicate where these drug development teams were headed (to life-changing cures and medicines) and a clear route to get there.