Defining a new biotech business with a life-changing ambition.

Beacon Investment company Syncona was creating a new global gene therapy business focused on restoring and preserving sight for people living with rare retinal diseases.

Partnering with Dusted, I worked with Syncona and the emerging leadership team to define what the new business would stand for; shaping its positioning, proposition and strategic story before creating the name that would bring it to life.

The strategy centred on bringing light where there was none, connecting pioneering science with the very human experience of patients facing progressive sight loss.

That thinking led to Beacon Therapeutics; a name that captured both scientific progress and a powerful sense of optimism, and provided the strategic foundation for Dusted’s identity, which went on to receive a Design Effectiveness Award.