Viatris
Changing category conventions in Healthcare.
The merger of Upjohn (a division of Pfizer) and Mylan (a leading drug manufacturer) resulted in one of the largest pharmaceutical companies in the world – Viatris. Recognising the responsibility that comes with its scale – especially in the face of the COVID-19 pandemic – we were entrusted to build a brand that reflected their commitment to three core goals: expanding access to medicines; leading by innovating to meet patient needs; and being a trusted partner for the healthcare community worldwide.
SERVICES:
01. Brand strategy
02. Visual identity
03. Digital & activation
Our work with Viatris
01. Brand strategy
02. Visual identity
03. Activation
We strove to push beyond the pharmaceutical industry’s common tropes: leaning into warm hues and elevating radiant imagery that honours patients, standing out against corporate and clinical peers. We took care to ensure that every element of the identity would not only present Viatris as an emergent leader in the US, but also enable them to scale globally by respectfully speaking to different regions, cultures, and languages.
Our work with Viatris
01. Brand strategy
02. Visual identity
03. Activation
For the global launch, we acted as brand stewards on critical touchpoints to ensure a consistent brand expression. The result was a seamless, cost effective and high impact activation that compellingly announced their promise to the world.
Our work with Viatris
01. Brand strategy
02. Visual identity
03. Activation
We helped Viatris activate its new identity which included an updated website, office signage and embedding its new brand across legacy products. After a successful internal rollout that touched and engaged every one of their 45,000 employees, Viatris launched publicly on Nov 17, 2020 with a 10% price increase by closing day.
