Developing a brand that helped a global pharmaceutical company stand out from the crowd

Aesica (now part of Consort Medical) is a pharmaceutical company with a wide range of capabilities in both developing and manufacturing drugs. Like any serious player in the market, they compete in a very busy global market place. Our small creative team led by the Creative Director of The Sharp Agency created and developed a new brand look to help Aesica to stand out from the crowd.

Keeping just one element from the original brand identity – the original logo, we created a new look that was flexible and dynamic. It had to be easily adaptable to work across literature and online, all the way to the large graphics needed for exhibition stands. We selected fonts that were confident and bold, joined new bright colours with the existing brand blues, and partnered process diagram style illustrations with a suite of fresh photography that was focused upon their expert team as they used their skills. 

I was involved across the board, from art-directing some of the new photography, to bringing the brand to life in both literature and online. All these elements were reflected in the brand guidelines that I designed, and for which I wrote the technical specifications. Creating such a unique brand within a sector that was used to conservative design values and that undervalued creative marketing, allowed Aesica to stand out, not least amongst the exhibition stands crowded in the halls of international trade shows.

The work above and below represents a small cross-section of projects that I designed.