The power of creativity Pharmaceutical Branding 2012

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1 The power of creativity Pharmaceutical Branding 2012

2 We are an independent, boutique agency passionately focused on developing pharmaceutical brands. For over 15 years we have delivered outstanding branding solutions for our clients from our offices in Surrey, UK and Birmingham, Michigan. Developing a brand identity that communicates your brand message, ensures differentiation and clears the relevant trademark screening and regulatory checks can be a challenging task. Our proven branding process has been built on creativity, flexibility and a strong understanding of all the issues and challenges surrounding the registration of a new identity, irrespective of geographical or business area. Many examples of our naming, design and research projects are presented in the following pages and additional examples of our work in the pharmaceutical and other industries can be found in our website. We look forward to speaking with you about your branding challenges! Abbott Products Allergan Alliance Pharma Astellas AstraZeneca Axis-Shield Baxter Bayer BD Biotest DuoCort DuPont Ferring Fresenius Galderma Grünenthal GlaxoSmithKline Intercytex Intervet Janssen Pharmaceutica Johnson & Johnson Lundbeck Merck Merck Serono Novartis Novo Nordisk Nycomed Orion Pharma Procter & Gamble Pfizer Philips Medical Roche Shire Sanofi UCB

3 Janssen Pharmaceutica - Xeplion Janssen Pharmaceutica s once monthly, long-acting injectable, antipsychotic for the treatment of schizophrenia. Xeplion is a dynamic, impactful, strong and modern sounding name reflecting the innovative approach to the treatment. DuoCort - Plenadren DuoCort s new treatment for Addison s disease, a rare and life threatening adrenal insufficiency disease. Instantly meaningful and easily communicated, Plenadren is derived from plenty and adrenal and conveys confidence, re-assurance and increased control. Abbott Products Allergan Alliance Pharma Astellas AstraZeneca Axis-Shield Baxter Bayer BD Biotest DuoCort DuPont Ferring Fresenius Galderma Grünenthal GlaxoSmithKline Intercytex Intervet Janssen Pharmaceutica Johnson & Johnson Lundbeck Merck Merck Serono Novartis Novo Nordisk Nycomed Orion Pharma Procter & Gamble Pfizer Philips Medical Roche Shire Sanofi UCB

4 Bayer - Levitra ODT Origin created the Levitra brand name for Bayer and were later asked to create an innovative, added-value packaging for the new ODT formulation. We created a unique system that included a pull out tab containing key information for the patient. The blister pack is encased in a discreet matt black sleeve to create a luxurious and empowering user experience. Bayer and Johnson & Johnson - Xarelto Bayer and Johnson & Johnson s oral anti-coagulant to prevent blood clots after orthopaedic surgery. Xarelto is a ground breaking new factor Xa inhibitor. The name is modern, impactful and resonates with prescribers and patients alike, characteristics that re-enforce the key brand message. Abbott Products Allergan Alliance Pharma Astellas AstraZeneca Axis-Shield Baxter Bayer BD Biotest DuoCort DuPont Ferring Fresenius Galderma Grünenthal GlaxoSmithKline Intercytex Intervet Janssen Pharmaceutica Johnson & Johnson Lundbeck Merck Merck Serono Novartis Novo Nordisk Nycomed Orion Pharma Procter & Gamble Pfizer Philips Medical Roche Shire Sanofi UCB

5 Firmagon Packaging development for a hormonal therapy for prostate cancer Omnic Wowtab Visual identity for an orodispersible urology formulation for Astellas Replagal An enzyme replacement therapy for patients with Fabry disease Elaprase Indicated for patients with Hunter syndrome Posidorm A new brand of melatonin that promotes better sleep in a variety of sleep disorders Flomaxtra Brand Identity for a BPH (Benign Prostatic Hyperplasia) treatment

6 Shire - Elaprase Elaprase is indicated for patients with Hunter syndrome. A global set of packaging including over 500 pieces of artwork was created for use across all countries applying the latest regulatory information. Abbott Products Allergan Alliance Pharma Astellas AstraZeneca Abbott (Solvay) - Creon Axis-Shield Baxter Origin consolidated a variety of differing brand logos to Bayer create a single global presence. This new identity capitalises BD Biotest on Solvay s expertise and Creon s patented minimicrosphere DuoCort technology which allows appropriate delivery of enzymes DuPont into the body. Ferring Fresenius Galderma Grünenthal GlaxoSmithKline Intercytex Intervet Janssen Pharmaceutica Johnson & Johnson Lundbeck Merck Merck Serono Novartis Novo Nordisk Nycomed Orion Pharma Procter & Gamble Pfizer Philips Medical Roche Shire Sanofi UCB

7 NovoPen Echo Insulin pen from Novo Nordisk designed for children with diabetes ACCU-CHEK Inform Roche Diagnostics fully integrated portable blood glucose testing system Isprelor A name and logo of misoprostol for Alliance Pharmaceuticals Nexiva BD Nexiva Closed IV Catheter System Omnifuse Infusion syringe pump system for Smiths Industries Afinion A point of care multiparameter analyser system for Axis-Shield

8 Afinitor Novartis treatment for renal cell carcinoma Caprelsa AstraZeneca s kinase inhibitor indicated for thyroid cancer Selincro Lundbeck s treatment for alcohol dependency Levitra Erectile dysfunction drug, co-marketed by Bayer and GSK Prezista HIV protease inhibitor from Tibotec Zutectra Biotest s drug for the prevention of hepatitis B after liver transplantation

9 Brand naming Brand name generation Tagline/brand statement development Brand naming architecture INN name generation Brand design Symbol/logotype development Packaging design Identity guidelines Pharmaceutical artwork Brand strategy Strategic brand analysis Portfolio analysis Brand extension/ positioning Visual brand evaluation Brand market research Brand equity/awareness studies Name validation Linguistic screening Trademark/legal pre-screening Safety testing Scriptability testing UK Office: Bridge House, 72 Bridge Road, East Molesey, Surrey KT8 9HF Tel: +44(0) US Office: 200 Elm Street, Birmingham, MI Tel:

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