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Creating Alcami

Rebranding Post-Merger

ALCAMI represents the rebranding of AAI Pharma Services and Cambridge Major Laboratories (CML), creating a single brand identity. Originally joined together in late 2013, AAI and CML combined to offer analytical testing and development services for active pharmaceutical ingredients (APIs) with oral solid and parenteral dose finished product capacity. Providing an integrated offering for both drug substance and drug product at every development stage, with seven sites across the globe, their combined capabilities include API development and manufacturing, solid state chemistry, formulation development, analytical development and testing services, clinical and commercial finished dosage form manufacturing (oral solid dose and parenteral), packaging, and stability services.
Alcami Before
Alcami After

New Name

The Alcami name is an anagram of AAI-CML, so it pays homage to the legacy. It also serves as a reference to “Alchemy,” the forerunner of modern chemistry, based on the transformation of matter, particularly converting base metals into gold, and also refers to a process of transformation, creation or combination.
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Tagline

The aim for the tagline was to communicate a message of seamless transition with reference to the additional capacities and capabilities that would support the clinical progression and commercialization of medicines for their customers.

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The result is “Connected at Every Level”.

This communicates the integration and the connection between a CDMO and customer, and AAI/CML’s strategy to be focused on end-to-end service for the right audience. The tagline establishes a connection from drug substance to drug product and the multi-layering of relationships between the new entity and the marketplace. It is a connection through science and philosophy — a true partnership.

Alcami Logo Process
Alcami Logo Process

Logo

The direction is further progressed in a new logo. The connection of the multi-layered hexagonal shapes alludes to elements of processing complexity and relationships that are sophisticated. The symmetry of the logo suggests a connected relationship between Alcami and its customers; it brings their personality forward. The primary color palette meets industry expectations and brings continuity from the legacy organizations. There is a delicacy and refinement to the visual, which conveys continuous partnership. The concept can be used in multiple forms, adapted and evolved. Derivative messaging keeps the “connected” theme fresh and relevant.
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