Client: About 20 sponsoring biotechnology companies and industry associations in Maryland, Delaware and Virginia, including MedImmune, the Northern Virginia Technology Council and Science Applications International.
Job: To create a logo-style map pinpointing the major biotechnology firms in the area as part of its BioCapital Hotbed campaign
Agency: BioSpace Inc.
The Concept: To design a map that communicates a thriving biotechnology industry in an effort to attract more talent to the region. The map should demonstrate a cross section of the different types of companies and facilities the area offers.
Theme: Diversity and accessibility. The design is meant to be dynamic and uncluttered so that each company is highlighted and not lost in the crowd.
The Plan: The map will be featured on a number of promotional materials, such as T-shirts, mousepads, posters and press kits. BioSpace will distribute the materials at regional events such as conferences, trade shows and career fairs. The map is also posted online. Companies featured on the map pay BioSpace to display detailed listings about their work with links to more information.
Creative Team: Shelly Cariot, marketing manager; Terry Guyer, illustrator with Guyer & Associates; and Brian Vacanti, vice president of marketing.
Background: BioSpace is a job listing and industry resource company concentrating on biotechnology. The firm is a subsidiary of OnTargetjobs, based in Fort Worth, Texas.
Working on Next: BioSpace will conduct a BioMidwest campaign similar to the BioCapital Hotbed effort later this summer, as well as a PharmCountry campaign that highlights pharmaceutical companies in New York, New Jersey and Connecticut. It also plans to launch a new Web site promoting the medical device industry called DeviceSpace.com.
