PROJECT
Catalent is one of the leading providers of drug and biologic development, delivery technologies and supply solutions with over 75 years of experience. Catalent employs approximately 9,000 at 30 facilities worldwide and in fiscal 2009 generated more than $1.6 billion of annual revenue. An amalgam of multiple companies acquired over many years, the company was well known for its individual offerings but not for its overall value proposition. Catalent asked Case to help position the company as the premier provider of innovative, integrated solutions in the industry. Before beginning the ideation process, we conducted a tailored discovery process including existing research review, competitive and B2B best- practice audits, internal interviews, and a current brand audit.
OVERVIEW
Catalent’s deep expertise and proven track record demanded a brand identity that is clear and straightforward, with a strong point of view. To stand out in the stock-photography dominated pharmaceutical sector, Case developed a unique illustrative approach that successfully combined the ideas of expertise and innovation. This system of illustrations and icons is highly flexible and allows for clear communication of complex ideas and the many components that comprise “One Catalent”.
EXECUTION
Case worked with Catalent to roll-out the new brand look and messaging internally as well as externally. From print ads and marketing collateral to trade show graphics and lobby interiors, the new brand is being rolled out across 30 sites and across all external touch points, and is resonating with customers. The new Catalent Corporate Print Ad was ranked as #1 out of 50 ads in the April 2011 Contract Pharma Magazine’s Ad Performance Survey.
