SERB

Creating a vibrant brand to unite after merger

The 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 created a new brand architecture, an overarching story, a clear purpose and an impactful visual identity, to capture the essence of the new group and future-proof the business.

We defined the brand strategy through several workshops, gathering insight from internal and external stakeholders, as well as existing intelligence reviews. This insight fuelled the ideas to build a new brand architecture and compelling brand story including an overarching business strategy, vision and values.

The central component of the visual identity is an ‘O’ graphic, 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, secondary colours and a modern font, the vibrant brand evokes a sense of energy and agility.

Key to bringing the brand to life was the website, which 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.

To future-proof the site for further acquisitions, we developed a flexible digital ecosystem allowing for evolution and expansion as the group grows.