Spur Therapeutics

Driving gene therapy forward.

After a decade focusing on rare disease, Freeline Therapeutics was embarking on a bold new path: to redefine what gene therapy can do. By expanding the application of genetic medicine, their vision has the potential to impact the lives of millions. The company would be taking a transformative step. The brand would need to do the same.

Freeline came to Pivot with a clean sheet of paper. We began with a positioning strategy anchored to their vision to push gene therapy forward, then captured it in a spirited new name: Spur. The visual identity evokes DNA sequencing with energy and edge. “Toward more” ties everything together, elegantly declaring the company’s ambition to apply gene therapy on an unprecedented scale.