Breakthrough campaigns don’t need to break the rules

Operating as MilliporeSigma* in the U.S. and Canada, this life science and technology giant stands out. Their visual brand identity is bold and innovative—just like the global healthcare, life science, and electronics company itself.

They worked hard to develop and embody that creative identity, and they need to know that no matter where in the world their customers find them, they will see the unique brand they’re meant to see: vibrant, consistent, and true to their values.

So when a US-based business of MilliporeSigma partnered with Brandwidth Solutions to help them market their biopharmaceutical contract services, our first step was to study their corporate visual identity system and brand guidelines inside and out.

The system includes sub-brand identities for the business unit’s standalone offerings, each of which comes with its own set of rules for interpretation. We wanted to know not only how it worked, but why it worked—and what we could do to make it shine across all of their campaign elements.

MilliporeSigma marketers, working with Brandwidth Solutions, introduced services capabilities via a brand-compliant microsite, product advertising, and trade show and sales-enablement materials.

Because of the deep understanding we developed for their corporate brand, our assets turned MilliporeSigma’s intricate branding rules into an effective and eye-catching campaign that dovetailed perfectly with work from their own in-house design team.

RESULTS:

Based on the success of our initial project together, MilliporeSigma continues to trust Brandwidth Solutions with their corporate brand. We have partnered with them on several projects, including division- and business-level positioning, messaging, and internal and external communications.

*The Life Science business of Merck KGaA, Darmstadt, Germany operates as MilliporeSigma in the U.S. and Canada.