MEDICAL MAGIC by Interbrand Group for ACTELION

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MEDICAL MAGIC

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Industry Health & Pharmaceuticals
Media Design & Branding
Market Switzerland
Agency Interbrand Group
Designer Claudia Röthlisberger, Damien Julien, Michaela Burger, Dennis Oswald
Released February 2011

Credits & Description

Category: Consumer Services
Advertiser: ACTELION
Product/Service: ACTELION
Agency: INTERBRAND
Date of First Appearance: Feb 17 2011
Entrant Company: INTERBRAND, Zurich, SWITZERLAND
Entry URL: http://www.actelion.com
Designer: Claudia Röthlisberger (Interbrand)
Designer: Damien Julien (Interbrand)
Designer: Michaela Burger (Interbrand)
Senior Designer 3D: Helga Capitain (Interbrand)
Junior Designer: Jannina Lamers (Interbrand)
Trainee: Julia Gleichauf (Interbrand)
Designer: Dennis Oswald (Interbrand)
Senior Designer: Janina Berger (Interbrand)
Strategy Director: Ulrike Grein (Interbrand)
Chief Client Services Officer Central & Eastern Europe: Gernot Honsel (Interbrand)
Creative Director 3D: Jens-Ole Kracht (Interbrand)
Chief Creative Officer Central & Eastern Europe: Andreas Rotzler (Interbrand)
Media placement: 2 Press Folders - Sent To Major Media Publications, Given Out At Launch Event, Sent To Stockholder - February 17, 2011
Media placement: Annual Report - Given To Stockholders And Employees - May 4, 2011

Describe the brief from the client
"Create a new identity for our gentech brand Actelion. Don't touch the logo, but create something the world of pharma has not seen before." (Jean-Paul Clozel, CEO)

Describe the challenges and key objectives
The generic imagery of scientists at work is everywhere in the pharmaceutical industry. We wanted to avoid another swoosh like those used by many other brands. The goal was to create a new identity that had a very interesting, unique building in a futuristic, deconstructivist style.

Describe how you arrived at the final design
We handled the existing generic visuals like scientists handle cells. We deconstructed the visuals down to the smallest possible unit – a paper or digital molecule. Then we rebuilt the visual language from those molecules, capturing the magical moment when an idea is transformed into a solution and a molecule becomes a medicine. Our idea: Medical Magic.

Give some indication of how successful the outcome was in the market
The initial response to the launch of the new identity has been very positive.

"Actelion is a hotspot of possibilities – so is the brand."

"Perfect!" J.-P. Clozel, CEO

"The visual world follows the same principles as the work of the biotech scientists at Actelion."

"Strengthen the footprint of a small biotech brand against the big pharma competitors."