Transformation to a global brand

medac is ramping up for the future and revamping its brand! And we are supporting the global pharmaceutical company in the comprehensive transformation. We have crafted a new international brand positioning, corporate design and branding, corporate language and brand look and feel across all digital and analogue touchpoints. These were unveiled in mid-March.

The global pharmaceutical company medac, headquartered in Wedel near Hamburg, is committed to the continuous improvement of approved drugs and the development of innovative therapy options in four core areas: rheumatology, urology, haematology and oncology. The aim of the partnership is to strategically position the medac brand as a leading player in the international market.

We have formed an integrated team for medac, comprising representatives from various units within the agency group. The team is led by Ligalux, a design and branding agency, which assumed responsibility for the budget from 2021 onwards. They are is supported by the expertise of Fork, fischerAppelt, advisers and fischerAppelt, relations. Prior to this, the Group successfully asserted itself in a multi-stage pitch, which preceded the strategic and consulting mandate.

The repositioning of the corporate brand and the medac employer brand is based on the brand image, which was derived from core stories for both the brand and the employer brand. fischerAppelt was also responsible for devising the communication strategy, the content and channel strategy, the corporate language and the editorial content for the new global corporate website. Ligalux is responsible for developing the forward-looking brand design and the claim "improving human health", as well as the visual concept for the employer brand. The design and branding agency developed flexible design principles within a holistic design system. Ligalux developed a range of applications, including business stationery and various information media, which were made available across both analogue and digital touchpoints. Fork Unstable Media was responsible for the concept, UX and UI design and for developing the new website. An innovative technological DXP approach formed the basis for a global digital brand. The outcome of this collaboration is now visible across all touch points.

"We are delighted that medac has chosen to partner with us in repositioning its brand. We look forward to supporting the company as it moves forward. In this transformation process, we will demonstrate how we can provide interdisciplinary solutions to our clients' current complex challenges," states Jan Kruse, Creative Director and Managing Director at Ligalux.