Launch

Muscular Branding for a Muscle-Wasting Condition

Sarepta’s franchise of RNA-based PMOs represent a first-in-class suite of products that directly address muscle wasting in Duchenne muscular dystrophy. EXONDYS 51, VYONDYS 53, and AMONDYS 45 are each designed to skip over a specific exon, or region of the mutated dystrophin gene. This allows for production of a shorter, but still functional version of the dystrophin protein. The expectation is that this will slow the loss of muscle tissue and function for these patients. In this sense, it's no stretch to say that the brand IS muscle. As a creative leader on the franchise, my goal was always to reflect this truth in the work, as much as it takes place in the body.

Muscle translates into branding at every level. On the art side, it means rich, saturated colors, bright lines, and strong designs. On the copy side, muscularity translates to bold headlines, confident tone, and concise, powerful messages. Even down to the font, the impact of Sarepta is bold, and functional. The message conveyed is clear: our boys with Duchenne are the strong ones—they are heroes.