For Aastrom, a leading bio-medical development firm, we created a bold and distinctive new brand to communicate the promise of their cellular therapies.

Situation

Aastrom Biosciences develops leading edge cellular therapies for use in the treatment of severe, chronic cardiovascular diseases. Over a 20 year history, Aastrom developed a range of cell therapy initiatives with limited market success. In early 2010, the release of positive clinical trial results marked the first step for a new Aastrom. The company came to CoreBrand to help them capture the energy of this breakthrough therapy across employees, investors and the medical community.

Solution

CoreBrand created a new brand and visual identity system to help Aastrom Biosciences build upon the energy of a transformational new therapy.

Through workshops and interviews with executives, directors and company advisors, we developed a new brand strategy that helped articulate the new focus of the company while capturing the possibilities that its therapies delivered.

The new identity replaced Aastrom’s dated and generic mark with an icon intended to suggest the transformation of the company itself and of the lives of patients impacted by the company’s ground-breaking therapies.

A revitalized communication system, backed by guidelines and templates, makes it easier for executives to build market-ready materials with the imagery, style and voice of the Aastrom brand.