This project was an extensive new business pitch that included strategy, advertising/promotion, and a full exploration of branding for the new product line by Ophthotech. A set of brand personalities were established based on parent company traits and the mood board and color palettes were created to help build the visualization. The logo icon was developed based on product functionality and final color choice was applied to the design. Those primary brand hallmarks were then put into faux collateral materials to give the client an idea of an overall look and feel.