Global brand experience and digital strategy
- Jonas Smedegaard Buus
- Global Partner, Head of Hybrid Branding
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Novo Nordisk, a global healthcare leader, chose Manyone as the partner to deliver an ambitious refreshed experience of their brand.
It's been 20 years since the last major overhaul of the corporate identity, and our task was to ensure that the Novo Nordisk brand is as distinct and trusted as ever, so the millions of people in touch with the brand globally will continually associate the brand with the values they represent.
The purpose-driven brand
Core to the task was to ensure that the distinct and purpose-driven brand stayed inherently Nordic and true to the Novo Nordisk heritage, that the brand experience was digital by default, and that it resonates with a global audience.
Based on three brand experience drivers: Simple, Authentic and Distinct, the key deliverables were a refreshed corporate visual identity and a new digital strategy.
To communicate abstract ideas, we created a concept called iconostrations, which are designed by carefully connecting icons and simple illustrations with longer open-ended strokes and lines.
Manyone is working closely with Novo Nordisk in ensuring that changes in the identity will be seamlessly integrated across all touchpoints. Through a vigorous mapping of the company and its many affiliates, we've iterated ideas, processes and designs in close collaboration with Corporate
Communication and Novo Nordisk's senior management. In a world of changing demands, emerging technologies and growing connectedness, and with strategic change and adaptability at our core, we've closely aligned with the company's overall strategy to meet these challenges.
From the outset, we decided to look for a consultancy that could deliver on both strategy, design and concept execution at a global scale. With a very strong creative approach, Manyone has shown that they have been the right partner by continuously understanding our needs and delivering a brand experience that is authentic, distinct and true to our brand.