Exeltis


A step forward in improving health

Client: Chemo Group
BRAND STRATEGY, BRAND EXECUTION
Corporate Identity, Naming, Brand Center,
Brand Communications, Brand Culture

logo chemo

Context

Exeltis originates from the natural evolution and sustained growth of CHEMO’s pharmaceutical business, an integral group of health sciences. As a result, it became a global organisation with a solid structure, which has nearly 4,000 professionals in over 40 countries in which it is present through a network of over 30 affiliates spread all over the world.

Proyect

Branward developed a full strategic analysis and defined the brand’s platform, from which a positioning emerged, aligned with their business strategy: excellence, which also evokes the very name of the company and was the starting point for defining a particular profile for their identity and image.

The symbol was designed according to the concept of golden ratio, an interesting mathematical relation known since the dawn of time, which ensures beauty in all those elements of nature in which it is found: flowers, shells, human face… Complemented with a clear and blunt typography, of lightly organic resemblance, its identity was built under a blue chromatic base, bringing it closer to the healthy ambient.

As a reinforcement of visual identity, verbal identity was also worked on. We started with the shaping of the corporate Tag Line “Rethinking healthcare”, as a clear reference to a particular way to understand pharmaceutical business. At a second level, we approached the tone and creation of different messages which absolutely configure the company’s communication.

In order to do so, and ensure unification in the implementation of the brand in over 40 countries, we developed an extensive brand manual, listed in an interactive digital platform – Brandhub.

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