What is the company's profile

The largest bio-pharma company in Poland, specialising in the discovery and development of drugs for incurable diseases. Over half of the employees hold a doctoral degree.

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What is the extent of tasks

A    Brand Personality (Market Landscape Analysis, Current Brand Analysis, Industry Analysis, Corporate Culture Analysis, Company Analysis, Product/Service Analysis, The Big Idea, Brand Positioning, Brand Strategy, Brand Story, Brand Character).

B    Brand Language (Domain Naming, Slogans/Claims, Key Messaging, Descriptor, Tagline, Brand Tone & Voice, Brand, Brand Statement, Brand Storytelling, Brand Anthem, Brand Sales Writing).

C    Consulting.

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What are the objectives

A    To change the company image from local to global.

B    To optimise corporate communication with one clear message.

C    To expand communication to new stakeholders (students, general public).

D    To increase credibility negotiating power.

E    To boost employer branding.

How we achieved the objectives

ad A        The claims "Fate can be altered" and "Those who witness death are destined to prevent it" evoke a strong positive emotional response from the stakeholders, creating an image of the company as being led by a motivated team, and thus, credible.

ad B        Imitating the chemical formula (slogans) and scientific work (content structure) creates a clear and accessible image of the company as a scientific institution, reducing distance and facilitating communication between the audience and the company.

ad C        The implementation of top-quality, elegant aesthetics in scientific and molecular geometry, colours, typography, and copywriting, while maintaining coherence and meaning, elevated the brand from local to global.

ad D        The key message, "Fate can be altered," sets the groundwork for coherent and persuasive communication across all corporate channels, both external and internal.

ad E        The new verbal and visual communication transformed the company’s (employer) branding from old-fashioned to groundbreaking, attracting young talents that were previously hard to reach.