McCann Erickson develops corporate identity for Acino
After McCann Erickson was awarded the contract earlier this year to advise the Basel-based pharmaceutical company Acino on brand development and strategic direction, the first follow-up project is now underway: The agency’s Zurich office has been commissioned to develop the global brand and visual identity for Acino Switzerland’s private label.
In the future, Acino Switzerland will operate as an independent, international brand in the pharmaceutical sector. The first step was to develop an appropriate strategy and a brand identity. Now comes the next step - the brand image. On the basis of the jointly defined strategic orientation, McCann Erickson designed all elements of the brand communication. This included, among other things, the expansion of the corporate design for the promotional appearance in various, international markets, the creation of a brand book for sales, marketing partners and agencies, as well as the compilation of a differentiating, proprietary image pool, for which a multi-day shoot in the Bernese Alps was organized.
The core elements of the brand identity focus on the Swiss origin of the company and the associated attributes that are reflected in the world of mountaineering.
Responsible at Acino Pharma: Manuel Heim (Global Head of Marketing). Responsible at McCann Erickson: Thilo Boullion (Head of Planning), Annika Seidel (Group Account Director), Folker Wrage (CCO), Marcus Josty (Art Director), Denise Frech (Art Director), Tina Krakow (Art Buying), Sonja Jegen (Typography/Production). Photographer: Jan Greune.
