Aurigene

Business Brand Positioning | Pharmaceuticals 

Global

2020

 

Company: Dr. Reddy's Laboratories 

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The Task.

Understand the category, customer and best practices in the world of drug development, discovery and manufacturing. Develop a corporate persona that captures the essence of Aurigene Pharmaceutical Services’ (APS) promise to its customers and internal stakeholders.

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The Insight.

Outsourcing a critical task may lead to anxiety. This is especially true for pharmaceutical companies that outsource something that can make or break their future. Therefore, when they choose a partner, they look out for one that is reliable and more importantly, one who can execute orders with maximum speed, agility and efficiency.

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The Work. 

Positioning - Identified the niche in the marketing landscape that would help clients see Aurigene Pharmaceutical Services (APS) as the partner best equipped to fulfil their unmet needs.

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Corporate Voice - Developed a brand persona and a set of voice principles that enabled APS to project a unique personality in a crowded marketplace.

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Visual Identity - Translated the positioning and personality into a design language and identity that captured the brand promise.