Having acquired Crystallics and ABL, Belgium-based CDMO, Pharmavize needed a new brand identity to showcase its integrated service offering. To help it stand out above its competitors and ensure clearly communicated capabilities, the company needed a new name and consequently a cohesive brand strategy and unifying identity. With one of the biggest industry conference and exhibitions, CPhI Worldwide, fast approaching, Pharmavize wanted to use it as a platform to officially launch its new brand… Ardena.
Through our experimentation, we explored the idea of the drug development journey being similar to climbing a mountain. It requires expertise, drive and perseverance, plus there are a lot of hurdles to overcome on the journey. Ardena is the navigator, acting as a compass to steer clients to the best route, minimising risk and helping them reach their goal.
Topographic maps inspired the navigation style of the website with contours and pulsing dots guiding the user through the site.
Working closely with the Ardena team, ramarketing carried out a brand workshop to unearth the CDMO’s key differentiators, customer challenges and brand personality.
Taking insights from the research and brand workshop stage along with key themes from a client survey, the idea of navigation emerged. As is the case with drug development, navigation requires expertise, drive and experience and the ability to overcome hurdles. Pharmavize offered this, with its drug and dossier development services working in parallel to speed up a molecule’s journey to clinic.
The navigation theme inspired the visual direction and messaging for the new brand identity. Topographic maps, navigational symbols and compass forms were explored and formed a series of brand assets.
The final outcome was a comprehensive brand identity strategy which has since been applied to Ardena’s brand touch points including website, CPhI stand, e-newsletters and stationery.