What was the problem they were facing?
In 2012 Take Solutions, an international business technology company with expertise in Life Sciences acquired WCI a leading patient safety and compliance adviser to the Life Sciences industry.
The new organization could now offer a global presence delivering domain and technological expertise to pharmaceutical, biotech, consumer health, medical device and dietary supplement organisations.
Over the next year, the 2 companies were merged to offer end to end solutions in the areas of regulatory, safety, clinical and technology.
One question remained and that was, should the new business be called Take Solutions or WCI or is a new name more suitable for the new brand?
Extensive international research was carried out using depth interviews with colleagues, board members, investors, customers, opinion formers and the media.
It was finally concluded that a new brand should be created – with new name, vision, positioning, and values.
How did we work with Navitas Life Sciences?
Take Solutions are headquartered in Chennai India, WCI are based in the US and UK.
Following the research conclusions the new company positioning was created as was their values and customer proposition. Naming sessions took place involving the lead brand consultancy Brand Vista, client leads and Conch Associates.
Brand name options, once generated were legally checked for availability in their international markets.
Final names were shortlisted and researched with key audiences along with the new positioning. The word Navitas was a Latin word meaning energy and also navigation. Given the new company’s role was to navigate the international regulatory minefield in the areas of clinical trials and drug safety; Navitas seemed to be the perfect choice. After all our brand essence was distilled down to 'Expert Navigators'.
Once Navitas Life Sciences was agreed the challenge was to develop a logo, a visual identity and be ready for a launch in 2014. Project management took place with weekly and eventually daily conference calls linking UK, USA and India based stakeholders. Responsibilities were allocated at each stage and the design and visual identity was developed and applied to all items ahead of the launch which was coordinated across 3 continents with investor presentations preceding staff and media.
All stationery, business cards, launch material etc. was prepared, printed and delivered to each market in time for the launch with only the core project team being aware of the new company creation. Animations were also prepared to compliment the CEO launch presentation.
The website was designed by Conch Associates and templates were provided to be then developed internally in Chennai by their digital team and held on a separate server until the launch.
Navitas was the agreed brand name. We then developed a choice of logo options and brand promise descriptors. Inform. Simplify. Enable.
Once agreed the logo and essence drove a new visual identity that included typography, colour palette, imagery and iconography. These spanned all material from stationery, business cards, digital signatures, brochures, word templates for the publishing of white paper opinion pieces, newsletters, presentation templates to website and animation.
Once created the rationale behind Navitas brand, it’s positioning, role and details of the visual identity were published internally in a brand masterfile designed by Conch Associates. The “go to” brand bible for all things Navitas.