Humira

(AbbVie Inc.)

Problem.

AbbVie Inc., a spinoff of Abbott Laboratories, had developed a single compound that could treat multiple symptoms and conditions. They needed a brand name that could support such a broad spectrum of treatments.

Solution.

Focus on the common thread linking the treatments: the idea of relief. Our expertise in sound symbolism enabled us to identify sounds that came across as melodic but also solid and resonant. To accentuate the effect, we excluded sounds that obstruct the airflow such as 'p', 't',and 'k'. The result was a coined word with implicit meaning appropriate to a wide range of treatments.