|
Transform Awards 2011 - best overall visual identity |
|
Friday, 08 April 2011 00:45 |
Best overall visual identity
|
Gold
Labormed |
= Bronze
Balfour Beatty WorkPlace |
= Bronze
Royal Opera House |
 |
The acquisition of Labormed Pharma, generic pharmaceutical manufacturers, in 2007 by the investment fund Advent International led to an emphasis on aggressive growth, involving the takeover of several other business portfolios in Romania.
The growing number of brands meant that an effective umbrella identity was needed to corral the portfolio and retain existing brand heritage while strengthening market performance.
Dropping “Pharma”, Labormed worked with branding agency Grapefruit to develop a new visual identity that was strongly suggestive of healthcare and humanity.
A new brand symbol of a man holding a heart in his hand was developed to tie all the aspects of the visual brand together, and the additions to the Labormed group – such as the food supplement manufacturers Ozone Natural – also received modernised identities.
A new packaging system for Labormed’s prescription medicines introduced visual representations of key information such as the therapeutic area and a dosage “potentiometer”
Labormed’s new visual identity was carried through into a new set of presentation materials, and a website was designed to bring each brand’s digital presence into a single location. The rebrand resulted in consistent turnover growth and increased exports. |
|
