New corporate brand Byondis biopharmaceuticals

In April 2020, Byondis, a new globally active pharmaceutical company focused on intractable cancers and autoimmune diseases, was launched. Based on proprietary technology, Byondis will create new precision drugs with a broad development pipeline, including anti-HER2 ADC [vic-] trastuzumab duocarmazine (SYD985) for breast cancer.

Byondis is a spin-off from Synthon Pharmaceuticals, a multinational that focuses mainly on high-quality generic and hybrid medicines.

Globrands' Pharmanaming and design agency VBAT developed the brand name and verbal and visual identity by interweaving their processes. Globrands responsible for positioning and brand story, brand essence, brand name and tagline, while VBAT was responsible for the logo and visual identity.

Read more about the Byondis branding case

Make hope real

The founders, especially Jacques Lemmens, turned out to be remarkably good storytellers, revealing the rich corporate culture that came from parent brand Synthon. Their inspirational stories demonstrated their dedication to challenge cancer and autoimmune diseases. A brand and personality was revealing itself: a passionate and daring explorer, unfathomable knowledge of laboratories with high grade quality and safety regulations; offering desperate patients a possible solution. Globrands had the task of formulating the brand essence, which was expressed in the promise Make hope real.

Byondis has a broad development pipeline, including advanced clinical programmes, such as anti-Her2 ADC [vic-]trastuzumab duocarmazine (SYD985) for breast cancer. In the second half of 2020, Byondis is expecting results from its pivotal Tulip Phase III trial comparing SYD985 to the physician's choice treatment in patients with Her2-positive unresectable locally advanced or metastatic breast cancer.                            Submission of a Biological License Application is scheduled before the end of 2020.

Byondis anticipates entering the clinic with four additional programmes in the course of 2020/2021. After progressing to clinical proof of concept, Byondis intends to enter into partnerships for late-stage development and commercialisation.

Synthon Biopharmaceuticals was established in 2007 as part of Synthon, and became a separate biopharmaceutical subsidiary in 2012, quickly building a promising pipeline of innovative R&D programmes. In November last year, following the acquisition of Synthon International Holding by BC Partners, the founder, Dr. Jacques Lemmens, decided to continue as an independent biopharmaceutical company, with its own management team and state-of-the-art facilities. This company now re-launches as Byondis.

Beyond this

“Our re-launch as Byondis is an exciting moment for the Company” said Dr. Jacques Lemmens. “Building on our heritage, while preserving our company culture, we are further progressing in innovation, quality and scientific excellence.”

“Now is the time to step up as an independent biopharmaceutical company, with our exceptional people, unique technologies and a well-established development pipeline, including our lead ADC, [vic-]trastuzumab duocarmazine. I am very proud of how the Company has grown and evolved. The new name, Byondis, represents the next chapter and embodies our entrepreneurial spirit and ambition to create innovative precision medicines to outsmart cancers and auto-immune diseases.”

The Byondis management team has a wealth of scientific, clinical and operational experience, and is well networked within the pharmaceutical industry. Dr. Marco Timmers, CEO, and others in the senior team have collaborated for many years as part of Synthon. During this time, they have created a company driven by science and innovation, with unique technologies and significant validation deals. These include the out-licensing of a biosimilar version of the monoclonal antibody trastuzumab (marketed as Kanjinti) in a global partnership agreement with Amgen in 2012.

“As Byondis, we can now showcase our strong business and scientific proposition”, added Dr. Marco Timmers, CEO. “We have generated a portfolio of preclinical and clinical programmes with the potential to deliver completely novel treatments for cancer and auto-immune diseases. We have unique technologies with differentiating potential, state-of-the-art facilities including our own GMP manufacturing, and broad licensing expertise that makes us an attractive partner for out-licensing. This is a really exciting time for Byondis and our team.”

Byondis operates from its headquarters in Nijmegen in the Netherlands, with over 350 highly qualified employees working in state-of-the art research and development and GMP manufacturing facilities. The Company has strong links to academic institutions, global medical communities and the international pharma industry.

About Pharmanaming.com and GNN

The Global Naming Network (GNN), headquartered in Geneva, is the world's largest network of independent naming and brand identity agencies.

 

With around 240 cooperating naming and branding specialists in 16  countries, from Beijing to New York and from Seoul to Paris, GNN works for clients ranging from large multinationals to small startups all over the world.

Pharmaceutical projects are coordinated from the GNN office in Amsterdam by the pharma naming specialists of Globrands.

The www.pharmanaming.com website is dedicated to our expertise and work for the health & pharma industry.

 

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