Clarity and credibility for a multi-market CDMO

Formulated Solutions, a US-based contract development and manufacturing organization (CDMO), had a bold ambition: to shift market perceptions and reposition themselves as a pharmaceutical-grade partner and expand their offering.

Despite a strong legacy in the cosmetic, over-the-counter, and medical device, the business was evolving. They were expanding their services across Rx (prescription), but their brand identity didn’t reflect their offerings’ breadth or depth. Their digital presence and messaging were incongruent, with an outdated website that didn’t accurately convey their extensive capabilities, sector expertise, or innovative edge.

As they worked to rebuild after challenges during the pandemic, Formulated Solutions needed a stronger brand presence that would support their ambition to project their capabilities and expertise in new markets and align a refreshed internal leadership team around a clear, compelling direction.

Formulated Solutions required more than just a facelift, they needed to:

• Clearly define and communicate their full-service offering beyond formulation
• Shift perceptions in the pharmaceutical space while retaining their creative flair for consumer-facing brands
• Establish a consistent visual and verbal identity to support growth across diverse markets and events – from CPHI to Cosmoprof
• Build a website that reflected their capabilities, supported user journeys, and provided content that aligned with their evolved messaging

We began with strategic brand workshops with their executive leadership team to get to the heart of their ambitions, capabilities, and personality.

From there, we delivered:

• Positioning & messaging: We developed a full brand platform, including tone of voice, brand essence, and value proposition. This established Formulated Solutions as a science-driven, innovative CDMO with personality.
• Visual identity refresh: Keeping the original logo but modernising the look, we introduced a vibrant and flexible design system with colourful modular blocks. This playful yet professional aesthetic could scale across sectors and be adapted based on event type or audience.
• Website design & development: We worked with the team to build a new HubSpot site. We rewrote and structured service pages, added event and resource content, and ensured the UX aligned with best practices – bringing their capabilities to life in a way their old site never did.
• Brand asset roll-out: We created a full suite of brand collateral, including presentation templates, business cards, and LinkedIn branding, empowering their team to bring the refreshed brand to life.
• Digital & event support: A digital audit set the stage for future strategy, and our ongoing work included media buying, event booths, and whitepapers to maintain brand momentum.

The rebrand helped Formulated Solutions reposition themselves effectively in the market as a full-service CDMO spanning Rx, OTC, medical device and personal care. Internally, the new brand resonated strongly – staff embraced it, and leadership leaned into its messaging and look-and-feel with enthusiasm.

The new website delivered a significant step change in clarity and credibility. The new identity began rolling out at major industry events and through day-to-day materials, gradually shifting external perception.

More than a service provider, we became a true extension of their team. From day one, Formulated Solutions saw us as partners, embedded in their success story and continually supporting their growth through project work and strategic marketing support.