Catalent Pharma Solutions was a new company with an established global track record. We built a world-class brand—positioning, name, logo, tagline—to reflect their leadership position.

Situation

When The Blackstone Group announced the acquisition of Cardinal Health’s Pharmaceutical Technology & Services (PTS) division in January 2007, they had only four months before they were obligated to stop using the Cardinal brand. With nearly $2 billion in revenue and more than 10,000 employees around the world, they needed a global brand to represent a “new” company that had a substantial history of innovation and achievement.

Solution

We talked to both internal and external stakeholders in the U.S. and overseas, from the president to the technicians in the lab, to get to the core idea that unified and motivated everyone in the organization. The brand platform we developed expresses the company’s commitment to unlocking the potential of medicines. The new name and logo were inspired by Catalent’s pride in their role as catalyst for their customers’ success and advances in pharmaceutical and biotechnology development.

Catalent’s communications design system uses the shapes and colors from the logo to brand collateral, advertising and presentations with the look and feel of forward movement. Redesigned and re-architected intranet and public Web sites deliver on the promise of Catalent’s tagline for employees and customers: Reliable Solutions. Inspired Results.