Amulet Capital Partners Invests in minds + assembly

May 4, 2023

GREENWICH, CT and NEW YORK, NY, May 4, 2023 — Amulet Capital Partners, LP (“Amulet”), a middle- market private equity investment firm focused exclusively on the healthcare sector, today announced a significant growth investment in minds + assembly (“m+a” or the “Company”), an industry-leading full- service, design-centric agency and commercialization platform focused on the healthcare sector. Terms of the transaction were not disclosed.

Founded in 2015 and headquartered in New York, m+a offers full-service capabilities to a diverse group of blue-chip pharma, biotech, and digital health companies across a range of therapeutic categories, including rare diseases, mental health, oncology, CNS, dermatology, and more. With an exceptionally talented team of professionals executing on a shared mission to be a design force for good, m+a is a singular resource for clients. minds + assembly offers deep expertise across disciplines ranging from ground-up brand and campaign development, brand launches, and creative advertising campaigns to world-class design, strategic positioning, leading-edge omni-channel capabilities, as well as data and analytics services.

Amulet will work closely with m+a’s founders and management to accelerate their long-term growth strategy, expanding its service offerings in analytics and media, and providing additional resources and infrastructure to scale. m+a co-founders Ben Ingersoll, Joelle Friedland, and Stephen Minasvand will continue to lead the business and remain significant shareholders.

“Over the last eight years, we have rapidly and strategically grown our brand and hired the most talented team in the business across departments, all while serving our clients with a passion and level of insight that has differentiated m+a from day one,” said Joelle Friedland, speaking on behalf of the three founders. “Today, we are at an important inflection point in our growth trajectory. In looking for a partner that can support m+a through our next phase of growth, we were focused on finding a team that intimately understands our business, our industry, and what our clients care about most. The Amulet team brings all that and more. We are confident their support and resources will have a meaningful impact for our employees and clients as we continue to build a world-leading agency.”

“Ben, Joelle, and Stephen have built a unique, disruptive agency that invests heavily in its people, its clients, and the resources needed to sustain that growth. m+a stands out as a leader in the pharma commercialization space, combining deep scientific expertise, digital innovation, and impactful brand strategy and design work,” said Avi Uttamchandani, Principal at Amulet. “We are in the midst of a dynamic shift around how the healthcare industry communicates with patients, healthcare professionals, and payors. minds + assembly has been ahead of the curve in helping some of the most innovative, dynamic, and well-established brands in healthcare navigate this evolving environment, and we are pleased to invest behind their vision and support the company in capitalizing on a number of exciting growth and expansion opportunities,” continued Nick Amigone, Partner at Amulet.

Akin Bay Company served as exclusive financial advisor to minds + assembly. Latham & Watkins LLP served as legal advisor to Amulet and Meister Seelig & Fein PLLC served as legal advisor to minds + assembly.

About Amulet Capital Partners

Amulet Capital Partners is a middle-market private equity investment firm based in Greenwich, CT, focused exclusively on the healthcare sector. Amulet seeks to achieve long-term capital appreciation

through privately negotiated investments in healthcare companies. Amulet focuses on those segments it believes have the most attractive long-term fundamentals with a target investment size between $50 million to $150 million. For additional information, please visit www.amuletcapital.com.

About minds + assembly

minds + assembly is a premier design-focused brand launch agency, providing digitally advanced solutions and an unparalleled client experience for leading global healthcare companies. Founded in 2015, the Company has distinguished itself through its beautiful work, thriving culture, supremely talented employees, superior processes, and a carefully selected client base. minds + assembly is headquartered in NoHo, New York City and also has an office in London and a growing international presence. Learn more at www.mna.co.

Media Contacts

Joele Frank, Wilkinson Brimmer Katcher
Jonathan Keehner / Erik Carlson
(212) 355-4449

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