An extensive research project was undertaken – involving internal stakeholders worldwide, customers, and a target audience across the spectrum of services – to measure the equity based on perceptions of the Capsugel name, identity, brand associations, and acquired brands. The decision was made to develop a strategy to migrate perceptions of the business with new visuals and messaging.
We saw the need for a quantum shift in perception, and we recognized that messaging had to clarify that Capsugel’s expanded offering still embodied the company DNA – science and engineering expertise, ingenuity, credibility and flexibility. The messaging had to be carefully crafted and we proposed to focus attention with an evolution in the visual side of the brand.
Bringing It To Life
Conceptually, we had explored the idea of interpretations of engineering in nature. Visuals explored the natural engineering that gives a hummingbird its unique characteristics. This became key art, with the engineered bird emerging from a matrix made up of fragmented chemistry symbols. The tagline, Engineering Medicines To Life, conveys the ability to design today’s personalized medicines to meet target profiles.