76. CAHAN & ASSOCIATES
Maxygen is a bio/pharma company focused on molecular breeding to develop proteins that form the basis of pharmaceutical products for treating human disease. Cahan & Associates has collaborated with Maxygen since the company’s inception, to shape the Maxygen brand image and communication materials required in this highly competitive yet regulated industry. “We see the annual report as an opportunity to differentiate Maxygen from the rest of the bio/pharmas out there, especially since they have a unique technology platform, and we are always looking for ways to communicate that in an accessible manner,” explains Cahan principal and creative director Bill Cahan.

The 2004 annual report is perhaps the most conservative one created by Cahan. As Maxygen moves closer to clinical trials, they need to communicate with broader audiences to familiarize them with the importance of Maxygen’s research and deep pipeline.

Conceptually, the report spotlights four different diseases, using a photo of the disease cell itself along with statistics about numbers of people infected, current market value for treatments, and the specific Maxygen product that can treat the disease, all of which contextualize both the business and the human side of Maxygen’s work. There is some irreverence in this no-nonsense approach, displayed in the insertion of several double-page, full-bleed images of people playing sports like water ballet, but the overall effect of this elegant 10K-wrap is a clear strategic positioning of an emerging pharmaceutical powerhouse.
Terry Lee Stone