The Challenge

As the company neared a major brand milestone, leadership was keen to ensure its core purpose statement and positioning remained not just relevant, but resonant in a rapidly evolving healthcare ecosystem.

The challenge: How can a legacy brand refresh its corporate identity to signal future-forwardness, agility, and innovation, without losing the emotional and ethical trust it’s built over decades?

Our Approach

Our process fused semiotics, stakeholder imagination, and cultural decoding to rearticulate what the positioning could mean in a world of digital therapeutics, sustainability, and empowered patient care.

What stood out:

• Semiotic mapping of purpose communication across top pharma players—surfacing codes of trust, future-forwardness, and empathy

• Narrative tensions explored through past brand equity learnings—what to carry forward, what to evolve

• A co-creation workshop anchored in the 3S framework (Soak, Sieve, Stretch) to align leadership on strategic brand priorities

The Impact

The process helped the organization uncover new layers of meaning in its core purpose—moving beyond legacy into a refreshed expression of care that embraces innovation, sustainability, and stakeholder empowerment. These insights are now informing how the brand positions itself in global forums, internal culture, and external communication—while staying rooted in its foundational values.