OXiGENE CASE STUDY

OXiGENE, Inc. is an international biopharmaceutical company that is a leader in utilizing vascular targeting, a new approach in the fight against cancer and certain other diseases. This technology was widely misunderstood and often confused with another approach, known as anti-angiogenesis.
Goals:
	eliminate marketplace confusion about vascular targeting technology
	develop a new company logo, representative of vascular targeting technology
	promote awareness of OXiGENE as the world leader in this promising new field
Strategy:
Utilize visual vocabulary to make the complex subject of vascular targeting easy to understand for both scientific and lay audiences. Develop a full set of communication vehicles designed to dimensionalize the strategy:
	corporate identity
	company Web site, featuring educational flash animations
	collateral
	annual report
	corporate brochure and pocket folder
	PowerPoint template
Audience:
	investment bankers, medical community, partners, stockholders, and employees
Results:
	The OXiGENE Web site, complete with its animated technology education showcase, has been heralded as a breakthrough approach by international biotechnology communications analysts.
	One quantitative measure of results is the number of job applicants OXiGENE received through the newly developed Web site. Even in an economic environment where qualified biotechnology professionals are hard to find, OXiGENE received an unprecedented number of applicants.
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