WAM Marketing Group - Where it All Comes Together


Work that's Modern, Witty, Accessible


Corporate Communications, Annual Reports

The Challenge:
To position Abgenix as the driving force behind a diverse, proprietary pipeline of antibody products and, in doing so, “walk and talk” like a product company, as well as give the impression of a company that is shaping the future.

The Solution:

Used the phrase “That’s Y” (with the Y graphically shown as an antibody) to position Abgenix in a clever and memorable way that at-a-glance distinguished them from other antibody companies. The “Y” became a very ownable and smart icon, playing off the shape of the class of products central to their business.