Bringing healthcare closer
The formation of Alliance Boots Group precipitated the rebranding of 15 previously disparate businesses across 12 geographies to create a new, international more streamlined and efficient wholesaling and distribution business; Alliance Healthcare, with revenues in excess of £16 billion.
The rebrand of a range of disparate businesses required an initial stakeholder engagement program to define the direction and scope of the exercise before moving onto positioning, naming and corporate identity.
The resulting brief required a complete rebrand of all 15 businesses within a phased priority program over a three year period.
What we did
Working with key stakeholders we helped develop a vision for the new division based on putting the patient first to help become the provider of choice for both pharmacist customers and manufacturer partners.
By objectively evaluating the visual and naming equities of the various businesses we were able to overcome often emotional, subjective start points to reach a consensus on name and visual identity.
The rebrand touched every part of the organisation from business cards, signage and livery to customer and internal communications as well as requiring a complete redevelopment of individual country websites in multiple languages.
The new divisional name and identity was extremely well received by internal audiences and customers alike creating the platform for further international growth and expansion through acquisitions and joint ventures. Alliance Healthcare revenues in 2013 stood at £16.4 billion.