Atlantic Healthcare plc is a specialist pharmaceutical company based near Cambridge (UK), focused on developing and commercialising treatments that address unmet patient needs and rare diseases. Led by an experienced team with deep roots in the pharmaceutical industry, the company owns the exclusive worldwide rights to alicaforsen, a late stage asset with the potential to establish a new class of treatments for inflammatory bowel disease and renzapride, a molecule with a unique dual mode of action with the potential to treat GI motility disorders.
As Atlantic approached the commercialisation of their first product, they needed to punch above their weight, competing with big pharmaceutical companies that have deep pockets and who have been interacting with the existing audiences for decades. To build trust with patients, clinicians, and stakeholders, the brand identity and messaging needed to be confident, consistent, memorable, and impactful.
Atlantic Healthcare’s logo was designed when the company was first established some years ago; the yellow/pink ‘splash’ of the original logo denoted collaborative working and each dot evolved into a more tablet-like shape. The colours were chosen to stand out and the name was selected to reinforce a global outlook. Whilst the client liked the logo, it presented challenges in some formats and sizes, so a simpler and more usable branding device was required. To support this, it was also essential to define the visual identity in broader terms.
The overall brief for the company brand was to:
Immediately after being appointed, we conducted additional research into the market and brand marques to ensure that our understanding on this specific sector was correct. We then created a range of logo concepts based around the original underlying concept of collaborative working. Starting first with pencil sketches and colour swatches, we worked through to visualising the logo in a broad range of relevant applications.
As a broader set of brand assets and collateral were required as part of the project, we developed an evolving set of brand guidelines alongside each of the additional components. Working closely with the client project manager, we produced a set of coherent assets that expanded their brand identity in the form of posters, business cards, letterheads, exhibition stands, etc.
The new brand went live on the client website in July 2019 and we are looking forward to working with Atlantic Healthcare to develop branding, packaging and educational materials for their new products later this year.