A launch identity that tripled sales

At a glance

• Client: The eye care business of a global biopharma company
• Products: Three eye-drop brands built on the same antibiotic, including one combination with a steroid
• Audiences: Sales teams and eye specialists
• Our role: Campaign idea, identity, mascot and the full launch kit
• Area: Brand Launch & Communications, Ophthalmology

The challenge

The client was launching three ophthalmology brands at the same time. Three separate looks would have confused doctors, split the budget and weakened the brands' presence in the clinic.

The sales team needed one story they could tell with energy. Clinicians needed clear, credible reasons to choose. And because the antibiotic was already known in the market, the launch also had to bring fresh interest to a trusted molecule.

Our approach

We built one umbrella identity for the whole range and carried it into every piece.

• Core campaign theme: A theme built on speed and strength of action, with a logo system that ties all three brands together.
• A mascot for the field force: A protection-themed character that stands for defence against eye infection, and that sales teams could rally around.
• Teasers first: A teaser campaign before launch built curiosity among the field force and doctors.
• One look everywhere: Every launch material, from the detail aid to the standee, used the same theme, colours and mascot.

What we delivered

• Launch teasers
• Range logo and campaign logo system
• Brand mascot
• Standees for the range and for individual brands
• Detail aid (DSA) and visual aids
• Presentation template deck
• Leave-behind literature (LBLs) for individual brands
• Launch meeting add-ons such as badges and T-shirts

The result

3× sales uplift

One unified identity, launched across sales and HCP channels.

Three brands reached the market as one strong range, with a story the sales team owned and clinicians remembered.