Industry: Pharmaceuticals - Below: Before Images, Rebrand Images, Summary, Credits

• Founded 2001…fast growth…3 global offices 3 years
• Cross-border IPO March 2005
• Weak brand: doesn’t represent company’s desire to enrich lives of patients worldwide, affected by less common diseases
• Stakeholder identification with ‘Aspreva’ purple
• Develop a brand that is unique, bold, innovative, emotional, different from big pharma, but respected by big pharma and investors

• Logo: combining company name with symbol representing the lotus flower, reflects company values and personality
• Lotus represents rebirth, creation, relationships that are hard to break, inspires people to strive through difficulties
• Four colors of logo represent: partners, medical community, investment community, Aspreva at the centre, as unifying element in purple
• Communication media: friendly yet professional using white space and thought-provoking imagery

• Fully articulated global brand company takes pride in
• Better communication tools
• Great stakeholder feedback

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