Cambrex, a leading pharmaceutical CMO, needed a global rebrand. Extensive research by SHARP revealed a distinctive feature that no other brand in their sector could match – that Cambrex customers enjoyed working with the brand because of the Cambrex people – their personalities, their expertise, their service.
This inspired us to create ‘the Cambrex ripple’ brand concept, to reflect the continuous positive impact that the Cambrex people have on clients. We built on this approach to transform Cambrex into a more human brand by using photography to highlight the every day employees who make the brand so successful. The reactions it got definitely made some ripples of their own.
CPhI 2016 exhibition stands
"The brand identity for Cambrex echoes a core truth about our people who make a positive difference."
Alex Maw, Director, Marketing and Communications, Cambrex