United through brand
The successful and exciting merger between SERB, BTG Specialty Pharma and Veriton Pharma formed an integrated, global specialty pharmaceutical business with a collective vision to create a global leader in emergency care, rare diseases, and surgical medicine.
We were approached by the new group to create a brand architecture, an overarching story and clear purpose as well as a impactful visual identity to both capture the essence of the new group as well as future-proof the business.
Our first task was to develop a brand architecture that would bring the previously separate businesses together in a cohesive way. We tailored our approach through several workshops, gathering insight with internal and external stakeholders, conducting brand architecture workshops as well as existing intelligence reviews.
With this insight, we were able to build a new brand architecture and a compelling brand story including an overarching business strategy, vision, and values. Key to this was SERB’s new purpose of ‘being a dedicated ally’ and this formed the backbone of our visual approach.
The central, ownable component of the visual identity, symbolizing ‘dedicated ally’ is the ‘o’, playfully referred to as the SERB roundel. The key purple colour used in both previous companies was brightened up and used as a nod to the new group’s heritage. Matched with a set of bright, bold colours and a modern, friendly font, the brand evokes a sense of energy, agility, and approachability.
Key to bringing the brand to life was the website. This website had to perform a multitude of functions to various stakeholders: give a sense of pride to employees, be an effective ‘commercial face’ to clients, and tell a compelling story to potential partners and investors. We developed a flexible digital eco-system allowing for evolution and growth as the group grows. We created a content-rich, engaging site making use of a new brand video, updated photography and refreshed language to bring relevant content to the forefront.