Alchemy is a highly specialised medical writing agency that focuses on regulatory writing – taking complex clinical and scientific information and translating it into concise, readable documents – as well as more traditional medical communications. As a dynamic, growing business, they needed a brand identify to reflect that; one that would communicate their values and the calibre of their offering and would help them become a trusted authority in their highly competitive arena.
From the initial discovery session, we audited Alchemy’s existing brand assets, concluding that what they needed overall was standout within their sector. Their existing ‘trusted blue’ colours lacked distinction within the medical communications marketplace, so we developed a fresher, more sophisticated palette to really differentiate them from their competitors. A stylish, modern logo was evolved for use across different applications, while iconography was introduced to highlight service areas and values, and a photo library was established.
All of this was combined within a visual guidelines document, defining how Alchemy is represented across the web, social media, email signatures, in-house templates and other platforms. Alongside this, guidelines were drawn up for messaging and tone of voice: we created a positioning statement, vision, mission and promise for Alchemy, articulating more clearly what their values actually stood for.
The result was a new brand identity in which the visual and verbal were aligned: thoroughly professional, but with a personality, too. Every aspect of their communication has been injected with new life, allowing Alchemy to stand out from the crowd and to fulfil their vision for the future. Enthusiastically embraced by the Alchemy team, the new branding is already attracting more talented writers and clients alike.
“Lynne and her team have been fantastic support on our recent company re-brand. Lynne has assisted with brand consultation, visual identity, guidelines, messaging, tone of voice, website rebuild, and overhaul of our capabilities presentation. She has led calls with our team and outsourced social media team to explain the concepts of the re-brand and has helped to ensure this has been rolled out accordingly. Lynne’s communication is excellent, and she has supplied everything asked (and more) on time and within budget, which is great when you’re a time-strapped business owner like me. We plan to continue using Lynne’s services moving forwards, and I highly recommend her to everyone.”