Orangefiery

BACKGROUND

Please describe your company and your position there.

I'm the Chief Commercial and Business Officer, including responsibility over corporate communications and strategy, at Lyndra Therapeutics, a clinical stage Biotech company working to make daily pills a thing of the past.

OPPORTUNITY / CHALLENGE

For what projects/services did your company hire Orangefiery?

We were looking to evolve the branding and communications to bring it inline with our current stage/scale, dial up the aspirational elements tied to the future, and ultimately create more buzz and impact in the market.

SOLUTION

How did you select this vendor?

I'd worked with Mike and the Orangefiery team at three prior companies. There work is unique and differentiated. Their project management and collaboration is unparalleled. You can trust their budgets, which is rare in the communications and marketing arena with vendors. They are smart, do amazing work, and are fun to work with!

Describe the scope of their work in detail.

Orangefiery's work included: creation of new corporate brand (identity, logo, brand book, etc.), new website, PR & Media strategy/plan, Executive Thought-leadership plan, foundational communications tools (e.g. corporate/disease state/product fact sheets, lexicon dossier, etc.), advocacy mapping and engagement plan for lead product/disease state.

What was the team composition?

The team was assembled to specifically meet the SOW. Close, frequent coordination with the CEO, SVP/Client Engagement Director, creative team spanning scientific content, media, etc. This is an effective and cost effective approach to supporting the work.

RESULTS & FEEDBACK

Can you share any outcomes from the project that demonstrate progress or success?

Our employees, prospective employees, business partners, board, and members of the media (who were familiar with the company prior to the brand evolution) have remarked on the significant change in our company brand and impression in the marketplace.

They remark that the look and feel is more impactful and aligned to our mission, that there is a more cohesive narrative on who we are and what we do, and more thoughtful and consistent story in the market. Our social media metrics across platforms and website traffic/SEO have significantly increased.

How effective was the workflow between your team and theirs?

The workflow is excellent and a great balance of proactive and reactive. The Client Engagement Director ensures there is strong project management and internal coordination within the Orangefiery team. There are scheduled, structured weekly tactical meetings, quarterly strategic check-ins, and they are very responsive to ad hoc calls/huddles to react to things as they arise.

What did you find most impressive about this company?

Their ability to balance strategic/creative and tactical execution. I don't treat Mike (Founder and CEO) and Diana (SVP/Client Engagement Director) as transactional "PR People," downstream of my brand or corporate strategy, as I had with firms in the past. I bring them right to the table at the beginning to help me formulate the strategy, considering all customer and stakeholder perspectives. They are true partners. And they do an amazing job executing as well. The work is exceptionally creative and delivers! Their care and commitment to their work and clients are unsurpassed.

Is there any area for improvement or anything that could have been done differently?

Nothing!