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Creating a master brand identity for Ultragenyx | Genuine
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href="/_next/static/media/sprite.1d288c2a.svg#dotsVertical"></use></svg></button></div></div></header><main class="main main--node-case_study" id="maincontent"><div class="hero-case-study"><div class="hero-case-study__container container"><div class="hero-case-study__back"><a class="link" href="/work"><svg class="sprite-icon" id="arrowLeft"><use href="/_next/static/media/sprite.1d288c2a.svg#arrowLeft"></use></svg>All Work</a></div><div class="hero-case-study__logo"><div class="media__content image__wrapper"><img alt="Ultragenyx logo" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-06%2Flogo_ultragenyx_1x.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-06%2Flogo_ultragenyx_1x.webp&w=3840&q=75"/></div></div><h1 class="typography typography--h1 typography--normal typography--sm hero-case-study__field_headline">Ushering in a brand evolution for a rare disease pioneer</h1><div class="hero-case-study__img"><img alt="Man holding and hugging his daughter" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-06%2FheroImage_2x.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-06%2FheroImage_2x.webp&w=3840&q=75"/></div><ul class="hero-case-study__highlights big"><li>Developed brand strategy, platform and positioning </li><li>Created master brand identity </li><li>Defined positioning and developed logo for ingredient brand</li><li>Supported guideline generation</li></ul></div></div><section class="logo-wall"><div class="logo-wall__header"><div class="container"><h2 class="typography typography--h2 typography--label">All Work</h2></div></div><ul class="logo-wall__container container"><li style="z-index:unset;transform:none"><article class="logo-wall__logo logo-wall__logo--link logo-wall__logo--mimecast"><a class="logo-wall__logo-container" aria-label="Mimecast" href="/work/mimecast"><div class="media__content image__wrapper"><img alt="Mimecast Logo Knockout" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-05%2Fmimecast-white_1x_0.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-05%2Fmimecast-white_1x_0.webp&w=3840&q=75"/></div></a></article></li><li style="z-index:unset;transform:none"><article class="logo-wall__logo logo-wall__logo--link logo-wall__logo--meta"><a class="logo-wall__logo-container" aria-label="Meta" href="/work/meta"><div class="media__content image__wrapper"><img alt="Meta Logo White" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-07%2Flogo-meta-white%2520%25281%2529.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-07%2Flogo-meta-white%2520%25281%2529.webp&w=3840&q=75"/></div></a></article></li><li style="z-index:unset;transform:none"><article class="logo-wall__logo logo-wall__logo--link logo-wall__logo--genuine"><a class="logo-wall__logo-container" aria-label="Genuine" href="/work/genuine-brand"><div class="media__content image__wrapper"><img alt="Genuine logo in a white color" title="" loading="lazy" width="181" height="32" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-04%2FLogo-blue-white-small.png&w=256&q=75 1x, /_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-04%2FLogo-blue-white-small.png&w=384&q=75 2x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-04%2FLogo-blue-white-small.png&w=384&q=75"/></div></a></article></li><li style="z-index:unset;transform:none"><article class="logo-wall__logo logo-wall__logo--link logo-wall__logo--heluva-good!"><a class="logo-wall__logo-container" aria-label="Heluva Good!" href="/work/heluva-good"><div class="media__content image__wrapper"><img alt="Heluva Good! logo in white" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-02%2FHeluvaGood-white%2520%25284%2529_0.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2024-02%2FHeluvaGood-white%2520%25284%2529_0.webp&w=3840&q=75"/></div></a></article></li><li style="z-index:unset;transform:none"><article class="logo-wall__logo logo-wall__logo--link logo-wall__logo--hood"><a class="logo-wall__logo-container" aria-label="Hood" href="/work/hood"><div class="media__content image__wrapper"><img alt="Hood knockout logo" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fhood-knockout.webp&w=3840&q=75 1x" 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logo-wall__logo--link logo-wall__logo--go-rving"><a class="logo-wall__logo-container" aria-label="Go RVing" href="/work/go-rving"><div class="media__content image__wrapper"><img alt="GO RVing Logo White" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fgo-rving-knockout.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fgo-rving-knockout.webp&w=3840&q=75"/></div></a></article></li><li style="z-index:unset;transform:none"><article class="logo-wall__logo logo-wall__logo--link logo-wall__logo--csl-seqirus"><a class="logo-wall__logo-container" aria-label="CSL Seqirus" href="/work/csl-seqirus"><div class="media__content image__wrapper"><img alt="CSL-Seqirus Logo in black and white" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fcsl-seqirus-knockout_0.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fcsl-seqirus-knockout_0.webp&w=3840&q=75"/></div></a></article></li><li style="z-index:unset;transform:none"><article class="logo-wall__logo logo-wall__logo--link logo-wall__logo--motional-"><a class="logo-wall__logo-container" aria-label="Motional " href="/work/motional"><div class="media__content image__wrapper"><img alt="Motional Logo in black and white" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fmotional-knockout.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fmotional-knockout.webp&w=3840&q=75"/></div></a></article></li><li style="z-index:unset;transform:none"><article class="logo-wall__logo logo-wall__logo--link logo-wall__logo--terminix"><a class="logo-wall__logo-container" aria-label="Terminix" href="/work/terminix"><div class="media__content image__wrapper"><img alt="Terminix logo white" title="" loading="lazy" width="NaN" height="NaN" decoding="async" data-nimg="1" style="color:transparent" srcSet="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fterminix-knockout.webp&w=3840&q=75 1x" src="/_next/image?url=https%3A%2F%2Fgenuinehubchkcmdsmpg.devcloud.acquia-sites.com%2Fsites%2Fdefault%2Ffiles%2F2023-12%2Fterminix-knockout.webp&w=3840&q=75"/></div></a></article></li><li style="z-index:unset;transform:none"><article class="logo-wall__logo 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Founded to develop and advance innovative medicines for rare and ultra rare diseases that have never been treated before, they actually are transforming lives. It’s why their focus was never on branding. But as they grew, as their pipeline diversified, and as investors became a more important audience, so did the need for a brand identity that reflected the level of their experience and quality of their innovations.\u003c/p\u003e\u003cp\u003eBefore we could develop that identity, we had to help build the case for why brand mattered.\u0026nbsp;\u0026nbsp;Through extensive stakeholder interviews and hands-on brand positioning workshops, we partnered with our clients to build the case that branding is not just visual vanity. 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