Rebranding - Managed the roll out of a new brand identity across 5 sites for a drug development services company.

Challenge:

The client had recently acquired three new businesses (including two in the US) and found itself with a name, visual branding and brand narrative that didn’t reflect the rapidly expanding organisation or its ambitions for the future.

Solution:

We project managed the rebranding of all customer-facing materials and touch points (e.g. IT systems, signage, documentation, sales & marketing materials), co-ordinated the various vendors (signage, graphic design, printers etc.), managed the internal communications plan and the employee brand launch events.

Implementing the new branding required the involvement of several departments. We identify a brand champion from each function (e.g. HR. IT, finance, regulatory, marketing etc.) who helped to audit all assets that carried the corporate identity. A task force, consisting of the brand champions and site representatives, was assembled to roll out the new brand which was completed in under 6 months.

Insight:

While the rebranding was complex and time intensive, it served as a catalyst for integration and alignment between the different sites and between the parent company and the acquisitions.

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