Case study
Pharmamed
Building a Next-level Automation brand
01 Introduction
Custom Automation & Engineering
PharmaMed is an incredible custom automation company located right here in Fargo, ND. They focus almost exclusively on the pharmaceutical market and have an amazing team of engineers solving impossible problems.
Fig. 01: The pharmamed factory
02 the problem
an Out-of-Spec brand
Having experienced incredible growth over the years, PharmaMed wanted to take their business to the next level. They were on a mission to create a brand that would truly stand on its own, ready for the limelight.
Their branding didn't reflect who they are or the level of craft they bring to the table.
Their branding felt like a small local business, but PharmaMed had grown to be a much larger player in the industry.
They wanted to create a brand that would be able to live side by side with the biggest players in the market.
They struggled to explain what they do in an easy-to-understand way, and needed help crafting their messaging to better communicate who they are, what they do, and why they do it.
Fig. 02: old home page
03 the goals
Objective Alignment
There were a lot of goals we wanted to accomplish with this rebrand, but we narrowed it down to three key things:
Create a new logo and brand collateral that would live up to who PharmaMed really is.
Create a new website and messaging to better communicate what they do and why they're the best option for their clients.
Create a brand film that would help them stand out from others in the space.
04 discovery
Diagnostics and Discovery
The first step in the process was for us to do a series of in-depth discovery meetings to really distill down who PharmaMed is and what makes them unique.
Part of that process is to dig deep into who their customers are, what they care about, and what their fears are when approaching custom automation.
Fig. 03: discovery whiteboard
Fig. 04: discovery whiteboard
PharmaMed has a very specific target audience – plant engineers, procurement managers, etc. – and that means we need to be very precise in how we craft the brand and messaging to reach them.
05 Logo & identity
Logo Assembly
PharmaMed was decently happy with their current logo, but realized it needed a refresh.
Fig. 05: old Logo
With these things in mind, we set out to refine what the PharmaMed identity could look like, exploring options that ranged from a slight update to a completely new look:
Fig. 06: Logo direction 01
Fig. 07: Logo direction 02
Fig. 08: Logo direction 03
We explored several concepts, but ultimately landed on a version that maintained the integrity and brand recognition of the original logo while updating to have a modern, clean, and more premium look.
Fig. 09: logo before & after
Fig. 10: new logo variations
06 Brandscape
the brand assembly line
While a logo is an important part of a brand, a wholistic brand is so much more. Without the rest of the branding elements, it’s really not as effective as it could be.
The brandscape phase allows us to develop the fonts, colors, design elements, and overall aesthetic of the brand – helping to build out the world of the brand beyond just the logo.
Fig. 11: brandscape
Since PharmaMed is positioned in the pharmaceutical and medical spaces, we knew that we wanted to channel a really clean aethstetic for the brand.
They put a lot of time and energy into making sure that the fit and finish of their custom equipment is as good or better than standard off-the-shelf products, so we channeled that in the overall design for the brand.
We created a look that is clean, straightforward and honest, while also communicating the professionalism and scale that PharmaMed brings to the table.
07 The website
Engineering for Engagement
PharmaMed's old site was lacking content and didn't perform well in communicating the value that they bring to their customers.
Fig. 12: old website
Copywriting
Being that PharmaMed's audience is very technical, having detailed information about them, their process and products was going to be hugely important.
Over a series of meetings, we worked with the PharmaMed team to write all of the copy and key messaging for the website – key headlines, calls to action, sitemap, and page content – everything to communicate the value of what PharmaMed has to offer.
Throughout that process, we always keep in mind what their customers would be looking for when they land on the site.
What questions would they be asking? What problems are they facing? What fears do they have?
With that perspective in mind, we craft the layout of the navigation and content of the site to help get them that information as easily as possible, while also leading them on a journey through the site.
Fig. 13: website before and after
Fig. 14: product page
Fig. 14: home page, mobile
DESIGN & DEVELOPMENT
Even though most of PharmaMed's sales are through sales reps and word of mouth, having a "storefront" online as a way for people to find detailed information to their products and give authority to their business.
This storefront of sorts allows their reps to have a place to go for more information when talking with potential customers.
We worked to build the site in such a way that it would be scannable to a casual viewer, while a more detail-focused viewer can dig into all of the specs they want to see.
08 BRAND media
The Human Element
Many companies today have sterile and faceless brands.
One of the ways we could help PharmaMed stand out was to put a face to the name, and show the everyone the people behind PharmaMed – the folks who make the company what it is.
We collaborated with our longtime friend Abby Andersen and we curated a custom brand photography that could be used across their website and marketing materials.
Fig. 15: pharmamed brand photos
Lights, Camera, Precision
In addition to photos, we also created a brand film that succinctly communicates who PharmaMed is – just 96 seconds – and why someone should consider working with them.
Not only is this used on the website and as an elevator pitch for potential customers, it's also used at their trade show booth to give passersby a quick intro.
A brand film is the perfect statement piece and goes a long way in helping to communicate the heart and passion behind any brand.
Read more about what went into creating the brand film in it's own case study! (coming soon)
Fig. 16: brand film
09 Brand collateral
Design Meets Deployment
A brand is only as good as its implementation.
We were excited to help implement their new brand across their entire organization.
From email signatures and business cards, to company handouts, tradeshow banners and product literature, we worked to create a cohesive brand that would truly stand out.
Fig. 17: COmpany brochure
Fig. 18: business card
Fig. 17: tradeshow backdrop
10 the results
Performance Metrics
We're incredibly proud of all of the work our team was able to do for PharmaMed and we've been so excited to see the amazing growth that PharmaMed has achieved since the rebrand.
Not only did the new site and branding give them a more authoritative position within the market, but it also helped them to continue to refine and have a better handle on who they are as a company, what they stand for, and how to communicate that to their customers.
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