The Bay Area Biotech Consortium received the Department of Labor-Employment and Training Administration's 2005 Recognition of Excellence (ROE) award -- a prestigious award given to high achievers in the workforce investment system that demonstrate innovative partnerships in serving businesses. The team secured additional funding for future biotech initiatives, however lacked a strategy that moved the project from a single initiative to a sustainable brand.

FCM was hired to design a new brand identity and marketing plan to assist these teams in addressing regional business needs for a highly skilled workforce, and to enhance their public image.