How we helped Lonza harness their passion for the future.
Founded in 1897, pharma company Lonza were losing ground to increasing competition. Through a fresh, streamlined brand identity, and a reconnection with the very human purpose at their heart, we helped position them as the passionate innovators they always were, and inspired employees around the world to rally behind a shared vision for the future.
Inspiring the medicine makers of tomorrow.
The Change
Pharma and Biotech company Lonza were facing increasing competition from a growing number of organizations all racing to bring the next medicine to market. Founded in 1897, the brand was seen as traditional and dated, in an industry where innovation is king. They needed a fresh sense of purpose and an identity that would stand out in a sea of sameness. They also needed their people to genuinely get behind the company’s vision.
The Opportunity
We used research and workshops to define the brand purpose, vision and values. Then a visual planning stage to bring to life a new brand identity around two core ideas: ‘next’ and ‘together’.
From these, we developed a visual identity system that’s bold, simple and human – with a streamlined design that stands out in an industry that’s famously complex.
We took Lonza from traditional and clinical, to forward-looking and human. And gave them a new tone of voice that cuts through the noise of the competition with language that’s refreshingly clear and simple.
The Result
To launch the new identity, we created an employee engagement program, including a brand film streamed to 5,000 employees worldwide, positioning Lonza at the heart of a noble human endeavor: for medicines to make a better world. Staff have felt inspired to pull together behind this vision. And the company is better placed than ever to attract top talent, and become the global leader in its field.
Awards
Best visual identity in the healthcare and pharmaceutical sector (silver). Transform Europe Awards
