2e Rebrand
Creative Direction + Brand Strategy + Copywriting
At the end of 2019, 2e (the three-time MM&M Small Healthcare Agency of the Year) was entering a new era. It was growing. It was global. And it had moved beyond marketing and creative toward the wild worlds of digital transformation, commercial excellence, and consulting. It was time for a makeover.
Style and substance.
A client once said that 2e’s differentiator is that it offers style and substance. We wanted the rebrand to do the same. We designed 2e’s new identity around a substantive new mission: "Connecting more people to the therapies and technologies that will shape a better future."
We decided to use this new identify as a platform to think differently about healthcare: how can 2e reach more people with a new focus on accessibility, a commitment to rare disease states and marginalized populations, and a more global view of health?
The new logo made its debut at the 2020 MM&M Awards held in New York City.
The new brand launched in October 2019. A name change from “2e Creative” to “2e” represented the agency’s expansion beyond its design shop roots. The new logo system reflects the flexibility of the agency and its solutions. The logo can grow and separate, but the parts always work together in perfect symbiosis. As part of the brand expansion, we used the two lines from the logo to create dynamic patterns that must always reinforce our messaging. We call these lines “lifelines” because they’re meant to evoke the 2e brand platform: our work is every life.
