PLG’s brand unified following 26 acquisitions in six years
With its portfolio rapidly expanding, ProductLife Group (PLG) turned to FutureBrand to devise a unified global brand transformation. The global brand design agency developed PLG’s new positioning around the concept of ‘Advanced Intelligence for Life Sciences.’
Operating in over 150 countries, PLG is a global life sciences services provider that delivers end-to-end consulting and outsourcing services. Its success had come at a cost, however, following 26 acquisitions over six years. FutureBrand’s work aims to express PLG as one integrated, scalable organisation, while also improving its internal culture and cohesion.
The solution was to highlight PLG’s expertise in helping life sciences companies innovate for better health. The transformation by FutureBrand extends across strategy, architecture and visual identity, and is anchored in the concept of ‘Advanced Intelligence for Life Sciences.’ Deliberately avoiding generic category codes, the system aims to reflect PLG’s unique networks of expertise and partnerships.
Sam Hollis, global strategy partner at FutureBrand, says, “In a category so inundated with common science cues, we were keen to avoid expected codes and conventions to differentiate the brand and solidify its position as a forerunner in the category.”
Key to the updated visual identity is a new logo, which unites a symbol taken from the brand’s interconnected graphic system with a modern wordmark. Zimula Inkspot, the brand’s new fluid and circular typeface, reflects the organic nature of life sciences, while a white and navy colour palette intends to signal authority. This is contrasted by a vibrant blue and pink to add personality.
“PLG has grown through 26 acquisitions in six years, and today we work as one team with a genuinely end-to-end set of human and digital capabilities across life sciences. Our brand needed to say that clearly,” says James Burt, CEO of ProductLife Group.
“‘Advanced Intelligence for Life Sciences’ is exactly what we do: senior expertise and intelligent automation working together, with an expert accountable for every decision. That’s what a complete partner for life sciences should look like today, and our new identity gives us the platform to keep growing,” he adds.
