Love Communications Unveils Rebranding Efforts for BioFire Diagnostics, Formerly Idaho Technology, Inc.

SALT LAKE CITY (Oct. 05, 2012) – Love Communications, a Salt Lake City-based full-service advertising agency, recently unveiled the rebranding and renaming of Idaho Technology, Inc., now BioFire Diagnostics.

Love communications recently completed a total rebranding process for the Utah-based clinical diagnostics company, which included a new name, logo and advertising campaign.

Biofire’s rebranding process started in February of this year, with a new ad campaign focusing on the company’s product FilmArray. This led to the company’s desire for a new name and high energy look to more effectively represent its business plan and strong momentum in the biomedical marketplace.

“The new name reflects the passion and energy of the company and its management team, and highlights our expanded presence in the clinical diagnostics market,” said Kirk Ririe, CEO of BioFire Diagnostics.

The Love Communications team was headed by account supervisor Kim Raap. “We are thrilled to have the opportunity to work with a company who possesses so much enthusiasm for its work,” said Raap. “Biofire’s energy fueled our team’s creativity, which was key in providing them with a name that matched their level of passion.”

Currently, BioFire Diagnostics has plans to invest up to $50 million to expand its operations center in Salt Lake City, with estimates of creating up to 657 new jobs in the research and diagnostics area over the next few years.

About Love Communications

Love Communications is a full-service advertising and marketing firm based in Salt Lake City. The 40-person agency reported capitalized billings of approximately $38 million last year and operates under the direction of partners Tom Love, Rich Love, Preston Wood, and Alan Reighard.

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