Defining the brand and the mission
In addition to allowing drug-development vendors and providers to connect to and contact the right partner, the website also needed to act as an application. Given that complexity, we first worked with Jae to define, conceptually, what the site was going to be and what it was going to do. Through branding and business strategy sessions, we brought these characteristics into sharp focus. We crafted a name and logo that conveys the brand’s qualities: science, partnership, and pharmaceutical.

Both a marketing site and a Web application
Along with our development partner Carbon Five, we created an extremely sophisticated search function for the website, which would work both as a marketing site and an application. We designed an experience that allows people to interact with a professional community boasting strong membership and member profiles, where posted opportunities and resources can easily be found.

Ample resources for the pharmaceutical industry
The new site—goBalto.com—is Jae Chung’s dream come true. The website offers the pharmaceutical/biotech industry a robust search engine, resources, networking, and unique opportunities for anybody who joins the site.