A Connected Hub for Growth

Takeda, a Japanese multinational biopharmaceutical company, completed the acquisition of international biotech company Shire in January 2019. The deal, valued at $62 billion, was one of the largest pharmaceutical deals of the 21st century.

Left: image of interior of 500 Kendall; right: Image of researcher in lab.

To mark the launch of the combined company, Takeda undertook a comprehensive renovation of the historic “500 Kendall” building in Cambridge, Massachusetts. The newly renovated, state-of-the-art building located in the heart of biotech’s brain center would serve as the centerpiece of Takeda’s interconnected network of campuses in Massachusetts, delivering world-class facilities, services and amenities for Takeda employees while demonstrating Takeda’s global leadership in innovation on behalf of patients, partners and all external stakeholders.

The opening of the facility was the centerpiece of a broader initiative to unite Takeda’s U.S. workforce behind the company’s new vision for the future, and to establish post-pandemic return-to-office procedures for all employees.

Strategy

Our strategy was to bring to life a story that would establish the 500 Kendall campus not only as a centerpiece of Takeda’s U.S. footprint but as an embodiment of the company’s vision for the future.

Centered around a multi-tiered communications program that featured the significantly upgraded, whole-building interior redesign that resulted in a massively improved people experience, environmental performance, and hybrid working model.

Our story territories focused on design elements and a larger construction strategy, leaning into the building’s Japanese-inspired architecture, expansive greenery, and environmental features.

Vision for our Future

This compelling video series was created to inspire Takeda employees and the broader community by showcasing the corporate philosophy and the values that define the organization. Each theme reinforces Takeda’s commitment to people and patients, reflecting the profound impact they have as a leading biopharma company in Massachusetts.

Spaces Made for You

Values-inspired Design

Community Connection

Stills from Takeda Video Series.

What We Did

We crafted a documentary mini-series spotlighting Takeda’s key executives across business pillars. Each video was directed to stand on its own or as a series. We promoted these through a diverse set of employee and external communications across channels, and an earned media campaign.

This series was scripted, produced, and directed by RF|Binder to vividly tell Takeda’s story, establishing the company as a visionary force in workplace innovation and purpose, reiterating its commitment to making a meaningful impact in the U.S. market.

Video content series
Interview key stakeholders
Internal communications
Dynamic and interactive email newsletter
Back-To-Work internal communications
Neighborhood model maps and wayfinding

Welcome Back

To support employees returning to the office and celebrating the opening of the redesigned 500 Kendal building we developed a series of wayfinding signage, posters, and communications materials. This had an impact for team members as they would now be working on a hybrid schedule, within new types of spaces that aligned with the project’s objectives.

Wayfinding graphics for 500 Kendall.

Internal communications and neighborhood infographic for 500 Kendall.

Impact

In the months following the unveiling of 500 Kendall, the RF|Binder team continued to work with Takeda’s U.S. Region Real Estate, Facilities, and Procurement team to develop and deploy additional internal communications, extending many of our initial communication themes while also highlighting new developments and renovations.

In addition to creating excitement about Takeda’s newly refreshed buildings and spotlighting the benefits for Takeda employees in the region, our communications also sought to help orient employees who were just beginning to return to work following Covid-19, helping to enable a smoother return-to-office transition for all.