UpJohn

The Situation

The Pfizer Essential Medicines division was spinning off into its own business, and its own brand as part of a massive reorganization that included a move to Asia. They had to establish their own persona, while retaining their equity in the generic medicines industry as a premiere provider of essential medicines around the world.

The Challenge

With the forthcoming relocation to Asia, Pfizer Essential Medicines approached Hero to design an entirely new brand identity – one that was rooted in the continent and culture they were about to call home.

What We Did

Hero worked with Pfizer to create a new name for the division, Upjohn, as well as the new visual branding system and corresponding logos, with visual elements inspired by Asian typography and symbolism. We trained Upjohn staff on the usage and implementation of this new system, and produced a leadership video ushering in the Upjohn era.