This Is the Startup That Revolutionized Drug Discovery

Abgenix (Amgen)

Our multiyear relationship with biotechnology giant Genentech led to developing the brand for a historic San Francisco Bay Area startup and the technology behind the $50 million XenoMouse.


Build a larger-than-life market presence—a new type of brand for the biotechnology community. The Abgenix CEO understood the rewards of building brand value early in an organization’s life cycle and asked us to create a market-leading presence. He wanted it big. Bold. A brand the company could grow into.


In just 10 years following our involvement, Amgen acquired Abgenix for $2.2 billion. We developed the entire market presence as it evolved from seed to IPO to growth stage. Our stewardship included advertising, brand identity design (logo), campus signage, corporate communications, a messaging system to drive all marketing content, sales literature, multiple years of award-winning annual reports, and the website. Our work translated into a wall of national awards for excellence in design.