Corporate

CHALLENGE:

Update, modernize and streamline Branding for a pharmaceutical and medical device company by adapting elements from the company's prior Brandmark. As the company transitions its focus into a global biopharmaceutical company dedicated to wound care and tissue repair, its Brand Identity required updating—not only to announce to the corporate evolution into Healthpoint Biotherapeutics, but also to help
lead it.

PROCESS:

We conducted a Comprehensive Brand Survey to audit a cross-section of company personnel— senior management and contributors from key departments—on the envisioned future of their company. The result was a series of Mood Boards created to visually communicate an invigorated style for the company. We also conducted a Positioning Workshop to refine the corporate positioning and messaging to key audiences. Finally, new Brand concepts were subjected to market research, leading to further refinements. Concurrent with this, our Public Relations team distilled insights from these exercises to develop core media materials, message tracks and objection handlers that are frontline communications vehicles for effectively conveying the Corporate Image.

RESULT:

The solution, which featured a name change with the addition of “Biotherapeutics”, along with a new Brandmark and tagline, resulted in a confident, modern focus and a sharply enhanced profile to the corporate identity. The new Healthpoint Biotherapeutics style has created a Brand umbrella that reflects aspirational scientific leadership in its market and provides guidance for the company's independent and distinctive Brands.