Challenge

Looking forward to a significantly increasing pipeline and growing portfolio, Boehringer was looking to enable scaling the business, while staying connected to their century-long heritage. The brief was to leverage the new corporate brand to lead the health-discussion with a more positive perspective, building upon Boehringer’s first-ever brand slogan: Life forward.

What we did

While many pharma businesses primarily communicate around the treatment of diseases, Boehringer aims to put a more optimistic brand feel forward, focusing on health and well-being. A positive emotion that is deeply anchored in the new brand core: Unvawering optimism. Based on this, a clear and compelling experience metaphor was derived that finds beauty and significance in even the smallest moments of life.

IDENTITY, STRATEGY

Outcome

The launch of the new Boehringer Ingelheim brand was celebrated with the biggest event in the long history of the business and quickly became a huge success, especially for internal engagement and identification of employees with the new identity.

The created brand experience was launched to the more than 52.000 Boehringer employees across the world. The Boehringer merchandise, that was sold at dedicated brand merch pop-up stores, sold out within just a few hours on launch day.

Boehringer is one of only a few pharma businesses that now also has a unique sound branding.  

Across all of these digital and physical brand elements, inclusivity and color-blind safeness played a central role, allowing barrier free experiences by design.

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GE Healthcare

Defining the next evolution of the GE legacy.