Background

Vibalogics is a contract development and manufacturing organisation (CDMO) that specialises in the production of oncolytic viruses, viral vector vaccines and viral vector gene therapy products. Based in Cuxhaven, Germany, the CDMO offers process development, GMP manufacturing, and fill & finish services to a variety of biopharmaceutical companies, from virtual organisations to large multinational pharmaceutical companies.

In May 2019, Vibalogics was acquired by Ampersand Capital Partners. As a result, the company set out to expand its capabilities and global footprint to meet rapidly growing demand for the production of complex live viral products.

 

The challenge

With an ambitious growth strategy and expansion on the horizon, Vibalogics needed to review its brand strategy and visual identity to ensure they appeal to its target market and reflect the company  it had become.

 

Ramarketing
Ramarketing

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The solution

ramarketing spent two days at the Vibalogics facility in Cuxhaven, Germany, conducting a brand and user experience (UX) workshop with the senior leadership team. During the workshop, both teams worked together to explore:

  • The evolution of the company and how it would impact the Vibalogics brand strategy and differentiation
  • Vibalogics’ customers and buyer personas, and
  • The company’s desired positioning and key messages
  • The user experience of the new Vibalogics website, keeping buyers front of mind
  • Vibalogics’ visual identity in a new era

The workshop remained focused on keeping true to Vibalogics’ heritage and values, whilst demonstrating the company’s growth and diversification in recent years.

 

The results

In addition to the workshop, ramarketing conducted client and competitor research to gain an understanding of what customers’ need from a CDMO like Vibalogics, and identify the market gap the company can operate in. This insight fuelled the discovery of five key differentiators for the brand to emphasise in order to shine a spotlight on its key strengths and capabilities.

As a result, the ramarketing team developed brand guidelines, core differentiators, a key messaging framework, a tone of voice guide and buyer personas. Website user journeys were also created to ensure the new website was built with Vibalogics’ buyers in mind. Once the brand strategy was set,  ramarketing developed three directions for Vibalogics’ visual identity and then refined the chosen direction to develop the CDMO’s look and feel.

Specifically focusing on the O within the original logo, the design team was able to adapt the logo to signify movement and represent the new direction of travel for the Vibalogics brand. Adding both depth and brightness to the colour palette, Vibalogics’ identity became bolder, whilst remaining true to its routes. It was important for the company to strike the right balance between its established reputation and its strengthening service offering across the globe.