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Neumora Therapeutics is a biotech company that develops precision medicine for brain diseases. In 2023 it did a successful IPO.
In many ways, initial public offering is about aligning operations and being able to deliver on demand, on time. It is also about the right conditions to enter public markets and figuring out the appropriate public offering price.
I’m not in finance so I won’t talk about stock prices, securities, or economic uncertainty. But it is hard to argue that those who are a success on the stock market take advantage of solid brands. Take a look at any industry giant in biopharma. Along with scientific breakthroughs, a brand plays a supportive yet potent role.
Can a meticulously crafted brand be a game-changer for drug developers in the high-stakes world of IPOs? Since they say the IPO markets are coming back to life, let’s take a look.
Their vision: To lead the development of breakthrough treatments against brain disease.
Their mission: To redefine neuroscience drug development by offering novel therapies. They strive to improve treatment outcomes and the quality of patients’ lives.
Their purpose: Because brain diseases don’t wait.
Their “products” aka drug candidates as of winter 2024: seven programs in the pipeline. Among those you will find drugs for chronic diseases such as Parkinson’s and Schizophrenia of various phases. The leading program is Navacaprant against the major depressive disorder, Phase 3.
Their values: Do what is right; Create value; Achieve the extraordinary.
Mind that all the information is available on their website. And it is spread evenly throughout the pages. If you’re interested, read on the benefits of better information architecutre in this article.
At the heart of Neumora lies an unmistakable warmth and an aura of having it all together. It helps set a distinct first impression that is both hopeful and composed. At the same time, it is urgent and precise.
Neumora doesn’t stand out through flashy creativity. No, it bets on a masterful execution and a human-centered approach. Nothing that they have done brand-wise is extraordinary, but it is impeccable. Execution is all about the details: the images, the color, the language.
The essence of the brand isn’t just in its offerings but in its very being. And this is how you align a company’s ethos with its identity.
Logo isn’t a communicator, but an identifier.
Neumora’s identifier is a minimalist interpretation of the brain. Cliché? Not with this execution: thick bold lines, green color, and a delicate animation. All evoke an imagery of growing tree branches. It’s not merely a brain but a signal of growth, hope, and connectivity.
The logo’s simplicity, boldness, and adaptability across mediums makes it iconic.
You may ask what makes a logo iconic. An iconic logo is appropriate to its field, distinct from other logos, and memorable.
“A good logo needs to be three things: appropriate, distinct and memorable, and simple. The magic happens when a logo is distinctive and simple. It needs to be recognizable and translatable across platforms. One way you could test the simplicity and distinctiveness of a logo is to try and draw it by hand from memory,” — suggests Sagi Haviv on The Futur.
Micro tip: make your logos thick. It is very hard to go wrong with them. Just for your information.
I love when startups reveal the rationale behind their names. Process says a lot about the company.
As explained on Neumora’s About page, their name is a combination of Latin words: “neu,” “memor,” and “ora.” “Neu” hints at both “neuron” and “new.” It signals the company’s focus on innovative neurological solutions and drug discovery efforts. “Memor” brings in the aspects of mindfulness and memory. It highlights the company’s dedication to cognitive health and awareness. “Ora” means to have life, be healthy, or healed. All are the ultimate goals of Neumora’s endeavors.
This triad of concepts symbolizes Neumora’s commitment to pioneering new paths in neuroscience. At the same time, it remains grounded in the core human aspects of health and memory.
The strategic use of color in Neumora’s brand further narrates the company’s mission and values. The primary electric green represents vitality, health, and urgency. It mirrors the company’s energetic approach to addressing the global brain disease crisis. Green goes in harmony with an immediate problem “We are facing a global brain disease crisis.” That makes their mission more vital, like it can’t wait.
The dusky blue serves as a compliment to the primary green. It balances professionalism with calm, but also instills a sense of reliability.
The typographic choice fell on Ilisarniq. It is a clear and legible typeface done by Coppers and Brassers foundry. The foundry designs for “for print as well as screen use. We take the greatest care to bring you the smoothest bezier curves, the most regular rhythm”.
Again, nothing exceptional, but a thoughtful choice.
Science is often perceived as something cold and impersonal (And life sciences companies sometimes adopt that voice). Neuroscience is straight out weird. Neumora is exactly the opposite which is what makes it so memorable among other pharmaceutical companies.
Meticuously crafted, its voice is clear, factual, and informative, yet imbued with humanity. Everything they do — from the website to the content — is human-centered. Or better say, patient-centered. Their mission, visual identity, and social activity are manifest hope.
Look at their photos on the website: none of them are about technology, but about people. The images of people show them content and hopeful. Such a strategic choice humanizes the science and adds a sense of warmth to the identity. Kind of saying, things are possible. And the possible is optimistic.
To complement images, custom iconography adds to clear and emotional communication. You can see those on their Careers page.
If you take a closer look, you’ll see that they don’t have many assets. But each is worth a thousand words.
There isn’t much to show when it comes to disease therapies. What can you show for autoimmune diseases, inflammatory diseases, infectious diseases, chronic kidney disease, or gene therapies? For ‘immunology’ Shutterstock suggested images of cells, easily attributed to the field of immunology. Or any other field as a matter of fact. Most importantly, those images would be out of context. They won’t mean anything unless their captions said ‘this is a positive immune response’. So betting on people and human connection is a way to build a friendlier brand image.
Their visual and verbal communication manifests precision. How? By saying and showing the essential and nothing more. Their language leads the industry conversation, maintaining a courtly and sympathetic demeanor. Both calm and determined, it bridges the gap between the precision of science and the emotional resonance of their mission.
“We are facing a global brain disease crisis, but we are lacking targeted, effective medicines. Patients deserve better.” This patient-centered statement highlights the urgency of Neumora’s mission. It addresses the gap in current medical treatments and asserts the rights to better care.
“Brain diseases collectively represent one of the greatest challenges of our generation, affecting upwards of 1.5 billion people.” This phrase underscores the vast scope of the problem. But also it hints at the significant market opportunity for investors. A balance between the humanitarian aspect a potential for significant returns.
“Brain diseases don’t wait, and neither will we.” This is how you create a sense of immediacy and determination. A reinforcement the brand’s proactive stance against brain diseases. It’s a rallying cry for urgency and action the face of a health crisis.
“Neumora was founded to improve the lives of patients with brain diseases. A significant challenge is a lack of targeted, effective medicines.” With this phrase, the team outlines the core problem Neumora aims to solve. But also it places patients at the core of their mission.
“We are grateful to the patients who have chosen to participate in our previous and ongoing clinical studies.” This expression of gratitude is rare in the industry. But it fosters a sense of community and appreciation to the patients. It acknowledges their crucial role in development.
Is it a website to generate leads? No. But it is a website to connect. You can tell that by their CTAs and information structure. Not every website has to generate leads, but it should serve a purpose. In Neumora’s case, it’s to connect with talent, investors, and like-minded people.
The website’s architecture tells the right story to the right audience. They crafted their narrative across only a few pages. The pages are Home, Pipeline to talk about their drug candidates, Patients to express gratitude, Investors & Media, Contact, and Careers. Each serves a specific function. For example, to introduce Neumora’s mission on the Home page. Or to update on their research on the Pipeline page.
Despite its rich informational content, the site is easy to navigate and friendly to read. Generic pages, Home and About, provide introductory information. Pipeline and Investor Relations pages offer more details on technicalities. This is a gradual information reveal. It makes it easier for the visitors to grasp the essence without getting overwhelmed.
Neumora’s website utilizes a very sweet detail — subtle micro-animations. But these animations aren’t to impress. They provide visitors with responsive feedback. Another way the brand manifests its attention to details. To give you an example, hover over some buttons which triggers a tiny animation. It’s a small detail, but it adds to the whole experience.
Neumora’s website exemplifies how digital spaces can extend a brand’s narrative. Thoughtful design, strategic content placement, and user-centered approach are ways of connection.
If not with the website, how can you build an audience as a biotechnology company? Networking.
Building an audience and gaining recognition are pivotal steps for any startup. It looks like Neumora steered away from conventional SEO-driven content marketing. Their preference fell on networking. Pure assumption from my side so take it with a grain of salt. Here is my thinking behind it.
Neumora has no blog which is a common SEO tactic to drive traffic.
It looks like their website serves as a destination for those already looking to engage. Majority of keywords come from the leadership team. Which makes it a safe bet that they have leveraged their reputation.
Their backlinks come from investors and conferences. Not only does it drive traffic, but it also establishes authority.
Instead of content-based SEO, they leaned into their network and reputation.
As a tip, post your website on job platforms you’re using. Using marketing slang, it looks like there is a lot of “juice” coming from them (juice is traffic).
Conferences and events are platforms to engage with their audience in person. These are places to share insights and build a reputation within the industry. In this scenario, a website is a second touch point after establishing a relationship. Face-to-face meetings can sometimes be the fastest path to building a list of potential clients or partners. This interaction complemented their digital presence, creating a cohesive brand experience.
Neumora narrowed their focus on Twitter and LinkedIn, known for community engagement. Their content spotlights team members, shares patient stories on occasion, gives advice, and updates on the studies. What can be more reassuring than seeing faces of potantially healthy volunteers? In essence, they humanize their brand and deliver value. Of course, they also spread company updates and upcoming events.
These strategies help build a robust audience. Audience and recognition set a solid foundation for a successful IPO. Why? It ensures they have a receptive and engaged network when they decide to go public. It’s easier to sell shares for a better price to an excited network.
Time to wrap up this deep dive into Neumora brand design. Below are key lessons that startups in biotech industry and life science companies. Integrate those into their own branding strategies:
Why reinvent the wheel? Execute well-established principles with exceptional attention to detail. Execution with precision can carry you further than the pursuit of novelty for its own sake.
Choose an unexpected color palette. Execute the logo in another manner. Be patient-centered instead of method-centered. There is no need to be radical about it, just thoughtful.
To look confident, reliable, and recognizable, be consistent.
Neumora connected the concept of neuroscience with hope. To achieve that, they choose imagery with a sense of warmth and use normal language. If you can, share patient’s stories. This will help build a positive link between a medical condition and the solutions.
Impressions are great. But complex fields benefit more from clarity and simplicity. Communicate the essential, making complex science accessible.
Urgent problems add determination to acting on the mission. Acting on the mission makes your startup more actionable.
Websites may not generate leads, but they can help connect. Offer narratives that align with each audience, their values, and needs. And don’t forget to include pages for investors and patients.
Traditional networking (conferences and events) remains an effective way to build a brand.
Deep Dive into Biotech Messaging: Enhancing Engagement and Trust
What Makes a Logo Great and Iconic? With Sagi Haviv on The Futur
Coppers and Brasses type foundry
