In order to express the brand’s purpose, we needed Ultragenyx to align on it. Our brand strategy phase firmed the foundations from purpose to vision, mission and values.

Then, our brand definition phase brought it all to life. At the start, two colors - purple and green - were the full extent of the Ultragenyx brand. From there, the Genuine team developed custom gradients with organic energy and endless possibilities. These bold washes of color were shaped into a branded element, the “Helyx,” which was laid over ownable photography and all cross-channel communications from print and social to business cards and presentation assets. Able to be scaled up and down, the dynamic Helyx expanded beyond the boundaries of a page or placement, always moving forward, never in a straight line. From visual elements like the Helyx to typography and tone, all of our creative decisions were guided by Ultragenyx’s brand purpose and explained in clear and actionable brand guidelines.

Ushering in a brand evolution for a rare disease pioneer

All Work