5 Oct 2017

Superunion develops Almirall’s new corporate identity and positioning

The result is a brand that protects their acquired equity and stands strong and ready for future growth and international development.

Superunion has collaborated with Almirall to develop their new strategic plan and competitive approach.

With more than 70 years of history and presence in 21 countries, the pharmaceutical company was confronted with the challenge of propelling their growth in dermatology while maximizing the value of their existing portfolio. Almirall’s growth in recent years was in need of a clear system to organize the current portfolio and show how the product brands relate to the corporate brand.

Superunion helped to connect the business strategy with international competitive opportunities by developing a new positioning that could embrace the different divisions and activities from Almirall under the same umbrella, from dermatology to esthetics. We defined a flexible, yet monolithic brand architecture, providing a coherent structure and unique personality between the different divisions under an overall strategic positioning focused on healthcare professionals.

This strategic approach required a visual expression exercise from evolving the logo to keep Almirall's heritage to creating a new system and set of basic elements to respond to the brands needs across all touch-points. All of these elements come together through the main visual asset, a ribbon, representing closeness, care and useful science.

A new colour palette, typography, imagery, illustrations and tone of voice to bring the brand platform to life in a coherent and inspiring way. The tagline “Feel the Science” translates the overall idea of useful solutions for real needs; a science you can see, use and feel.

Superunion also developed an internal culture and engagement plan to manage the employee experience effectively and help them work in cohesion with the brand strategy.

The result is a brand that protects their acquired equity and stands strong and ready for future growth and international development.