Cellares

Leveraging category design to redefine the commercialization process

What we did:
Qualitative research · Message development · Ideation · Brand strategy · Category design

Challenge

Cellares is fundamentally reimagining how cell therapies are manufactured by developing standardized, automated manufacturing shuttles that transform and challenge norms in manufacturing biologics. Launching a new biopharma service based on their breakthrough technology, Cellares needed to reinvigorate its messaging strategy to match its truly unique offering.

Insight

Cellares is promising radical changes to how biopharma develops and manufactures advanced cell therapies. Why should they try to articulate their value as one among many CDMOs?

Instead of trying to stand out in a crowded arena, Cellares created a new category of service, gaining an asymmetric advantage over market incumbents by forcing them to compete on Cellares’ terms.

Solution

Through a focused and collaborative co-creation process, we helped design a new category fit for a company pushing cell therapy manufacturing that breaks from tradition. As an Integrated Development and Manufacturing Organization (IDMO), this service is recognizable to audiences yet also differentiated by their singular advantage — the level of integration their technology and business model offers. Their messaging strategy told the story of this new category, laying the groundwork for Cellares to shift perceptions in its next phase of growth.