A Global Biopharmaceutical Company


Baxter International announced its intention to spin off its BioScience business unit into an independent publicly-traded company. The BioScience unit has decades of experience developing treatments, services and support for people with orphan and rare diseases. The spinoff company would have the rare opportunity to carry over a strong heritage associated with Baxter while creating and positioning a leading global biopharmaceutical brand.


The BioScience spinoff needed a name, identity and story for the new company expressing its heritage while propelling forward the company as a biopharma leader serving special populations of patients with limited treatment options and high touch needs. The company’s new brand should carry deep meaning for external and internal people. It should express the passion, imagination and inspiration that is making a meaningful difference in the lives of patients so they can dream big and live life to fullest.


Content Laboratory led the strategic development and implementation of the new name, identity and story for the company – Baxalta. We developed the story behind the graphical element representing the company’s passion and inspiration – the Baxalta Spark. We integrated the story into the cultural foundations of the company and wove it throughout communications. Content Laboratory also led the global implementation of the new brand from guidelines to materials conversions.