Medidata: The Architecture of Hope
Medidata, a cloud-based software solutions company that exclusively services the complex and complicated world of clinical trials, had a branding challenge. Medidata found itself undifferentiated in an incredibly cluttered sea of sameness. gyro examined the competitive landscape and discovered that Medidata’s competitors were touting the same faster, better, cheaper story that is often at the core of technology solutions.
We took a different direction and infused the life science passion – and purpose – within Medidata and its audiences, to help people with new medical therapies. This approach created an emotional connection between the technology and the end result of our audiences’ work – hope. The Architecture of Hope has become not only a brand campaign, but also a true definition of who the company is, permeating everything Medidata does – from product naming to its sales approach.