HOW CAN A PHARMA BRAND SUPPORT ITS INTERNATIONAL EXPANSION WITH A CLEAR, DIFFERENTIATED IMAGE?
The example of Devatis shows how strategic brand work and design go hand in hand to open up complex markets.
Strategic challenge: putting a pharmaceutical brand on an international course
Devatis, part of Istanbul-based Deva Holding, is facing a key task: entering new markets such as Switzerland, Germany and the USA. This entails the need to create an independent brand identity that is understood internationally - and at the same time convincingly conveys the vision of "Leading Excellence".
The challenge was to find a balance between global demands and local particularities: from cultural expectations to regulatory framework conditions in various target regions.
The solution: A brand of excellence with a clear claim
We developed a brand identity for Devatis that combines excellence, differentiation and simple brand management. The starting point was a precise strategic positioning, supplemented by core messages for different target groups.
"Excellence in every dose" is the core message that unites the claim and purpose of Devatis.
The design process resulted in a flexible corporate design system with a recognizable colour scheme, typography and visual system. Particular attention was paid to translating innovative strength and quality leadership into an image that would also endure in the highly regulated pharmaceutical environment. The most important component here is the digital implementation of all contact points that make the brand tangible.
The effect: a premium presence with high relevance
With its new brand identity, Devatis has a visual profile that credibly underlines its claim to be a modern, internationally active pharmaceutical brand. The identity conveys scientific precision and quality - values that are equally relevant for patients, partners and the professional public.
At the same time, the effect can be seen internally: clearly defined branding facilitates communication in a growing international environment and provides orientation for future market appearances. In addition, the brand acts as a strong employer brand to attract specialists and young talent for further internationalization.
