Case Study
Labopharm Inc. Brand Development 2007
Optimizing drug performance
In the fall of 2006, Labopharm Inc., a Montreal-based specialty pharmaceutical company, accelerated its progress to an entirely new level. As a result, Labopharm’s brand and messaging became obsolete and misaligned. With the endorsement of CEO James Howard-Tripp, we engaged in a full brand reengineering program to provide Labopharm with clear positioning and effective communications systems and tools.
We mobilized our branding team and re-formulated Labopharm’s messaging within a six-month period. Our process was comprehensive; we conducted a quantitative and qualitative perception audit with key stakeholders and a competitive messaging analysis. Based on the results of these audits we developed a Messaging Matrix to serve as a communications play book, a Messaging Strategy and new Value Proposition to support Labopharm’s positioning. More research and analysis ensued and, ultimately, we delivered the new brand strategy and associated visual identity.
Labopharm’s new brand is based on the idea of “optimization”. The visual of dawn, the optimum point between day and night and reflective of the balance between efficacy and side effects, was selected as the ultimate symbol, and “optimizing drug performance” as the Company's ultimate value proposition. The branding and visual identity guided our design of the annual report, corporate materials, investor presentation and corporate website.
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