Neuland
Beyond the summit
Role
Creative Director & Lead Designer
Contribution
Strategy
Concept design & development
Art direction
Communication design
Website design
Brand guidelines
A need for change
Neuland partners with international pharmaceutical companies to support the design, development and production of high quality medicines. As the company approached a decade in existence, its branding no longer aligned with its robust position in the industry or ambitious growth trajectory.
The mountain in the room
After conducting an industry audit and an extensive workshop with stakeholders, we discovered that although the mountain at the core of their identity didn’t match the company’s positioning and aspirations, it held substantial brand equity within the industry. This presented a significant challenge during the creative process.
A brand evolution
The solution involved evolving the mountain identity into a contemporary and enduring brand which is reflective of the positioning and aspirations of Neuland. The identity and tone of voice principles were documented within a brand guidelines to ensure future communications are visually and verbally aligned.
