Athenex rises. – The Martin Group

When global specialty oncology pharmaceutical company Kinex Pharmaceuticals renamed itself Athenex and acquired a new logo, The Martin Group was approached to help develop this new brand. To aid the transition, TMG overhauled their website, athenex.com, with the implementation of a new SEO strategy and incorporation of a new design. Inspired by Athena, the Greek goddess of wisdom and innovation and the former Kinex name, the new Athenex look still required some refinement. The client wanted the site’s look and feel to represent their strong ties to China. We applied an ornamental pattern inspired by intricate Chinese patterns and symbols, and utilized a red and gold color scheme (a nod to Chinese heritage and culture). Complementing the website, TMG developed a stationery package which included business cards, notecards, letterhead and envelopes. We also designed their e-mail signature with the new look. We were honored to help define the local pharmaceutical giant that is making an international impact.