CPS wanted to roll out a new brand for their Ambulatory & Specialty Pharmacy Division that reflected its niche service offerings and gave their internal team the ability to clearly express the brand’s value to key stakeholders.
Our goal was to create a brand that defined Azina’s unique values and differentiators in the marketplace. We also needed to build brand awareness to help position Azina as a thought leader within the specialty pharmacy vertical.
Our engagement began with a comprehensive marketplace review and stakeholder interviews to understand the industry and competitive landscape. We took this information and developed audience proto-personas that spoke to the expectations, perceptions, and influencers of the Azina audience.
The outcome was a brand foundation, complete with defined values, brand pillars, and mission and vision statements. We then used these brand elements to direct our name development work. Additionally, we created logos, color palettes, taglines, and a comprehensive brand guide that included guidance on voice and tone.
We utilized purpose-driven storytelling and visuals that spoke to key tenants of Azina’s brand character. This positioned Azina as a thought leader in the specialty pharmacy space and provided their internal team with a clear direction on ways to articulate the brand’s value to key external stakeholders.
With the brand creation finished, we developed and wrote a new website for Azina that increased their client base and created a positive reputation in the industry. We also created a robust content strategy that allowed us to produce unique content that catered to various audience segments.
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