CLIENT:
Pharmaceutical Manufacturer Needed Full Rebrand for U.S. Market
The Opportunity
A Venezuelan manufacturing company opened plant operations in Florida with the intent of delivering packaging options for pharmaceuticals, nutraceuticals, and other products. In particular, the plant is only one of a few worldwide with innovative blow-fill-seal technology for liquid and semi-liquid products, offering greater safety, more precise dosing, and convenience. An American investment organization that acquired the manufacturer wanted a completely new look and feel to mark the new ownership, management, and company vision—requiring top to bottom rebranding, from a new name and logo to website redevelopment and messaging.
Communicating a Forward Vision and Market-Differentiating Technology
Carabiner was tasked with complete corporate identity creation that needed to take place within a matter of weeks. After gathering information from stakeholders and conducting an in-depth messaging program, the name “New Vision Pharmaceuticals” was chosen to communicate the new company’s evolving mission in the pharmaceutical industry as well as the innovation and wide range of uses that blow-fill-seal technology brings to the market.
Further emphasizing the manufacturer’s forward vision, the new logo incorporated a brighter blue than traditionally used in the pharma industry and a bright yellow “sunrise” that again reinforced the message of a new day in pharma packaging. The name and design were integrated into newly created collaterals, from email signatures and letterhead to PowerPoint presentations. The brand was also integrated into the company’s social media presence. A workshop was held to educate employees on using the new brand, and a brand guide was also created to help ensure consistency in created content moving forward.
To support the rebrand, a completely redesigned website with new messaging was also required. While the new site was in development, Carabiner created a “mini website” that enabled the manufacturer to more easily segue between its former identity and the new brand without spending even a day without an online presence. Carabiner was also able to map the original website’s SEO so that keywords and content performing well were transferred and shared on the new site, helping boost its search engine rankings from day one.
Carabiner further supported the launch of the new brand through internal and external communications. The agency drafted memos outlining the launch and sent them to current customers and suppliers, and also wrote and disseminated a press release that reinforced the timely packaging of COVID-19 reagents that were continuing under the new company management. Carabiner was able to coordinate all elements of the rebrand and launch and the “switch was flipped” on April 7, 2021, successfully transitioning from old to new.
Results
With the rebrand completed and new website operational, Carabiner is currently helping New Vision continue the momentum of the launch through thought leadership and media relations campaigns engineered to reengage former audiences under the new brand while also growing awareness and educating new audiences within the U.S. market.
