Developing a premium yet personal beauty service
Unveiling the soul of a pharmaceutical world-leader
Working as part of a dedicated brand, design and strategy team, our initial job was to challenge, interpret and express a new brand positioning: ‘Molecule to cure. Fast’. Built on vast insight and understanding, the positioning signals the agile way Quotient works to get medicines to those that need them.
The Quotient team were clear that they wanted to be bold. That they were up for real change. That they craved real impact. We delivered exactly that by building a new design system that showcased the brand’s unique personality and highlighted the fluid, integrated approach the business takes in order to cut down development times. The result is a brand identity that’s clean, sophisticated and stylish – just what the doctor ordered.
While the previous brand was rooted in meaning, the new positioning added an element of emotion that it was missing. By introducing a new photography style – one that highlighted the difference that Quotient makes to people, humanity and the world – we were able to connect the dots between the functionality it delivers with the emotion of real people in need of or receiving a Quotient-designed solution.
We also introduced a new style of imagery to showcase Quotient employees in office-based roles, such as the company’s dedicated project managers. The result is a more-rounded and considered suite of photography that provides genuine meaning as well as visual variety.
Designed with a stronger web presence in mind, we applied the new brand across a new site that helps demonstrate Quotient’s expertise, knowledge and unique approach across every module, interaction state and click-through. Supported by new assets, such as brand films and animations that introduce various programs and services simply and seamlessly, the new brand was born to thrive across digital channels.
Rolled out across all key applications – from internal comms and sales materials, to PowerPoint templates and new guidelines – the brand launched at a virtual launch event attended by all of Quotient Sciences 950 employees, including those on the other side of the Atlantic in the company’s Philadelphia and Miami offices. It marked a new era for the business, and provided an opportunity for its people to feel proud about the business they work for.
The project marks a step change for Quotient as a business, as we look to affirm our position as a world-leader in drug development and beyond. Cubic’s creativity, attention to detail and design expertise has helped us craft a brand that’s different for all the right reasons. We’re very excited about what it will help us achieve.
Vice President of Strategic Marketing, Quotient Sciences