Xentria

Xentria

Naming | Pharma

The Situation

A fully integrated generic injectables company, Chicago-based Meitheal Pharmaceuticals (“Meitheal”), bridges critical gaps in the US healthcare market by supplying high-quality, affordable generic injectables. Their diversified products, ranging from antibiotics, anticoagulants, & muscle relaxants to drugs used in chemotherapy, represent practical solutions for countless patients around the country, as well as Meitheal’s commitment to their care.
Meitheal & KinBio, a rapidly growing biopharmaceutical company based in Rehovot, Israel, are working together via a joint venture to repurpose an existing biologic. Meitheal has met with the FDA & is targeting a BLA submission for late 2023 or early 2024. The Meitheal & KinBio teams wanted to create a new corporate entity (“NewCo”) to hold the commercial intellectual property associated with this repurposed biologic. At approximately the same time as the BLA submission, an IPO is also being planned.

The Solution

Following an in-depth Strategy Workshop with the Meitheal team, Brandsymbol created a foundational strategy that precisely identified the most optimal creative directions for NewCo. After taking the Meitheal team through three rounds of creative development, a global linguistics evaluation, & an internal stakeholders survey, the name “Xentria” was the clear winner & a powerful fit for NewCo. Stemming from the word “center”, Xentria illustrates NewCo as a leader in the healthcare industry as well as an innovator of repurposed biologics & biosimilars.

The Success

With the Xentria name finalized, Brandsymbol & the Xentria team conducted a design-focused Strategy Workshop that led into three rounds of design development. The outcome of these rounds was the creation of a bold visual identity that conveys movement with the “X” icon focused on displaying the desired brand attributes of the new company.