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Brief
Vernalis Plc is the result of some of the most intensive
consolidation activity in the UK biotech industry to date, formed
through the high profile mergers between British Biotech, RiboTargets
and Vernalis. With such organisational upheaval it’s of great
importance to have a communications strategy in place that addresses
both practical and cultural changes. One of the most influential
and visible outcomes of this strategy is the corporate identity.
Vernalis’
management placed a high priority on creating a strong identity
that would project a unified image to its market. College Hill Life Sciences
had already created a strong, clean and memorable identity for RiboTargets,
promoted through an integrated campaign including website, promotional
literature and trade PR. Recognising that this identity already
communicated many of the new Company’s values, Northbank set
about developing it to meet Vernalis’ needs.
Objectives
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Make
an important inroad into company integration |
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Help build
market recognition for the new Company |
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Retain
some consistency through the mergers, retaining aspects of the
Company’s heritage and reputations |
Method
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Develop
the RiboTargets' identity to represent the growth, combined
strengths, vision and outlook of the new entity |
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Explore
ways of bringing in visual representations of growth, combined
expertise and maturity |
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Capture
the personality of the new Company by sustaining characteristics
from both the Vernalis Group and RiboTargets' logos, to accompany
the retained name of Vernalis |
Results
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Vernalis’
management and employee approval and uptake |
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Rapid recognition
by market |
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Vernalis’
new identity was launched at the start of October 2003 |
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The identity
was showcased at BioPartnering, through business development
and promotional materials |
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A corporate
website, stationery and presentation template was created rolling
out the corporate identity |
October 2003
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