UNIVO IRB
SCORR Marketing partnered with Univo™ IRB to craft a unique identity and brand that would elevate their position in the market. As an Institutional Review Board (IRB) committed to protecting research participants, Univo IRB needed help with brand positioning strategies that would showcase their mission and help them stand out in a competitive landscape. SCORR’s strategic approach guided the creation of their new name, identity, and brand as well as a compelling launch that left a lasting impression.
The Challenge
Principal IRB — now Univo IRB — approached SCORR with the goal of developing a memorable and meaningful identity that captured the essence of their organization and differentiated them from competitors.
As with many life science branding projects, creating this new identity came with several challenges. First, SCORR needed to develop a name that was:
- Memorable and easy to pronounce
- Aligned with the company’s mission
- Trademarkable
- Approved by multiple stakeholders with diverse perspectives
Beyond a new name, Univo IRB also needed a visual identity that would deeply resonate with their target audience while reflecting their core mission of uniting research stakeholders with the voices of research participants. The timeline was strict as they aimed to unveil their new name at a major industry conference.
The Solution
SCORR’s strategic approach to Univo IRB’s new identity unfolded in four main phases:
Establishing a Base
SCORR began by conducting a comprehensive assessment to determine whether Univo IRB should retain their current name or move forward with a new one. This foundational work included:
- Internal assessments: SCORR met with key stakeholders at Univo IRB to understand their vision, goals, and market position
- Competitive analysis: SCORR evaluated the branding, marketing, and messaging strategies of top competitors to identify leverageable gaps
- Naming assessment: Using insights from the internal assessments and competitive analysis, SCORR conducted a detailed evaluation, ultimately recommending a new name followed by a rebrand
Crafting a Name and Visual Identity
The name “Univo IRB” was developed to reflect the organization’s core mission. Derived from “uniting” research stakeholders (Uni-) with the “voice” of research participants (-vo), the name highlights their dedication to safeguarding research participants and driving advocacy with “one voice” (uni-vo). Their new tagline, “Unifying Patients & Research,” further emphasizes this goal.
SCORR conducted trademark research with an attorney to ensure the new name could be protected legally. The team then created a visual identity, including a new logo, inspired by the concept of uniting.
Launching the Name & Logo
SCORR helped Univo IRB unveil their new name and visual identity at SCOPE 2024. This multifaceted launch included:
- Designing and producing an eye-catching Lite-Brite® booth
- Strategically placing door hangers on every hotel door to build curiosity
- Hosting a physical unveiling at the booth to create buzz
- Pitching to media outlets and sharing a press kit to amplify awareness
- Coordinating pre- and post-show email campaigns to engage attendees
SCOPE Door Hangers
SCOPE Lite-Brite® Booth
Building a New Brand
Finally, SCORR developed a “Big Idea” — featuring Univo IRB’s brand visuals and core messaging tailored to their audiences — to go along with Univo IRB’s new name and look. The competitive analysis informed the Big Idea as it identified opportunity gaps in the market, such as Univo IRB’s high-service approach, progressive technology, and commitment to safeguarding research participants.
Big Idea
It was more than just putting a name on a company. Anybody can name a company,” Julie Blasingim, Univo IRB’s CEO, said of the Big Idea. “It was really the brand. It had to tie into our mission. It had to tell a story. We had to be passionate about it. At one point I said, ‘I need to have that Nicholas Sparks ‘Notebook’ experience where I just love it so much.’ And we got to that point.”
The new brand further set the stage for Univo IRB to establish a distinct presence in their industry and connect with their audience in a meaningful way.
Website
The Results
Univo IRB’s new name, identity, and brand generated overwhelmingly positive feedback and significant momentum in the market.
Univo IRB’s leadership praised the creativity, strategy, and execution behind the changes. A member of the Univo IRB business development team said, “The branding is incredible. I sit back and think about it all the time. I’m obsessed with your marketing. I’ve been in this field for 20 years, and it’s the best I’ve ever seen.”
Since the February 2024 launch, SCORR’s brand positioning strategies have driven measurable success for Univo IRB:
- 186 leads generated through digital and website channels
- 300+ leads captured at trade shows supported by SCORR
- LinkedIn followers grew from zero in February to over 2,080 by November 2024
With their strong new identity, Univo IRB has positioned itself as a trusted, innovative, and mission-driven leader in the IRB space.
Trade Show Booth
SCORR continues to serve as Univo IRB’s agency of record, managing their marketing efforts, including website updates, digital strategies, content development, trade show support, and reporting. This ongoing collaboration ensures Univo IRB maintains and expands the momentum gained through their rebrand.
Overview Sell Sheet
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Could Your Life Science Branding Strategy Be Stronger?
Your company identity is more than a name or logo — it’s the story that sets you apart and connects you with your audience. A cohesive, meaningful identity has the power to elevate your position in the market, resonate with stakeholders, and drive measurable results. Whether it’s crafting a name, developing a visual personality, or launching a brand with impact, SCORR has the expertise to craft brand positioning strategies that bring your vision to life and ensure your message stands out.
Ready to build a brand that means MORE?