Biopharmaceutical company Sage Therapeutics is pursuing new ways to treat brain disorders. On the cusp of bringing an innovative new drug to market, Sage needed a brand that could support its transition from a clinical to commercial-stage company.

The strategy focused on helping Sage express its distinctive approach to treating central nervous system disorders — shifting the conversation from mental health as subjective experience to biological condition. This meant moving away from technical terminology and owning brain health as a new category descriptor.

Leading strategy with the team at Wolff Olins, we repositioned the brand around the core idea of seeing the brain differently. This language embodies Sage’s commitment to destigmatize and treat the brain with the same attention and urgency given to other vital organs. Project scope also included brand architecture, story, slogan, and internal activation.

Building on this strategic foundation, the design system puts an emphasis on an optimistic depiction of the brain and the patient stories behind it. A new logo tells the story of a dynamic approach to brain health. Bold colors and illustrations challenge industry conventions of scientific imagery and suffering patients.