angle-left angle-right angle-down angle-up

Key Details

INDUSTRY
Pharmacy Services
SERVICES
Internal Research
Customer Research
Brand Audit
Brand Strategy
Brand Identity
Marketing Collateral
Iconography
Website Design
Copywriting
Photography & Video
Rollout
BRAND ROLLOUT
2019

The Opportunity

One of the largest independent pharmacy platforms in the U.S., Medvantx was looking to reimagine its brand amidst a pharmaceutical value chain industry that was progressively shifting to a more consumer-centric model. Having invested millions of dollars into a state-of-the-art home delivery platform that would enable its clients to thrive in an industry increasingly driven by ecommerce and newly facing the “Amazon effect,” Medvantx was looking to reposition its brand, reimagine its identity, and redesign its website so that marketplace perceptions better aligned with the unique value and scope of its offerings.

Brand Strategy

Research showed that Medvantx was viewed as precise, flexible and responsive, but customers were unaware of the breadth of its offerings. After a series of hands-on positioning workshops designed to achieve alignment amongst key internal stakeholders, a brand framework emerged centered on value propositions including speed, innovation, and patient experience. We worked to redefine the brand’s innovative service platform and crafted a narrative around the big idea “Redefining Pharmacy.”

Stakeholders

5

Customer Interviews

20

Competitive Audits

6

Audience Personas

4

Visual Identity

The Medvantx visual identity was carefully designed to embody the new brand’s positioning and personality. A simple design in distinct and refreshing blue captures the innovative nature of the brand’s approach in an otherwise entrenched industry. A trustworthy, humanistic typeface conveys the primary importance of patient experience, while bold lettering underscores the confidence that is central to the brand. The dot atop the ‘x’ represents a pill and comprises a motif that is repeated throughout the brand experience for cohesion and recognizability.
medvantix | Ignyte branding

Collateral

Collateral comprised an integrated collection of brochures, presentations, one-sheets, and templates designed to equip the sales and marketing teams with a powerful system outlining Medvantx’s newly articulated direct-to-patient platform. Each collateral piece evokes Medvantx’s brand personality attributes (bold, agile, intelligent, trustworthy) with branded fonts, photographic treatments, iconography, and diagrams.
Ignyte-Branding-Agency-Medvantx-Assets-V4-Van-2
Ignyte-Branding-Agency-Medvantx-Assets-V4-ID Badge-3
Ignyte-Branding-Agency-Medvantx-Assets-V4-Tote Bag-4
Ignyte-Branding-Agency-Medvantx-Assets-V4-Collateral-5

Website

The Medvantx website is a comprehensive embodiment of the brand’s reimagined positioning and personality. Dynamic animation on the homepage evokes the agility that is central to the brand through dynamic dots moving around a grid system. A video tells the story of Medvantx’s innovative direct-to-patient platform, from e-commerce to pharmacy to fulfillment. These three core service offerings are clearly defined on the Expertise page via animated diagrams, custom iconography, and full-color, stylized photos. A blog page titled Insights gives the company a platform for thought leadership articles on a range of salient topics.
ignyte branding

Copywriting

Because of the complex nature of the brand’s services and positioning, copywriting was critical to the Medvantx brand experience. Throughout the website and marketing collateral, a consistent brand voice evokes a personality that is bold, agile, intelligent, and trustworthy. The overarching brand narrative is centered on value propositions including speed, innovation, patient experience, and partnership. Complex industry terminology is conveyed in a tone that is personal yet professional.

Redefining Pharmacy

The pharmaceutical industry is changing by the minute. Regulations and restrictions are constantly evolving, generics await the expiration of every patent, and the world’s largest online retailer is knocking at the door. At Medvantx, we help pharmaceutical brands do more than just survive in this dynamic market. We help them thrive in it. Our innovative direct-to-patient platform gives manufacturers a powerful, independent way to leverage brand loyalty. Driven by e-commerce and streamlined by anticipatory logistics, it lets manufacturers reach patients anywhere in a matter of hours. This is how tomorrow’s pharmaceutical brands will connect with the patients who need them. Directly and immediately. At Medvantx, this is our vision. To achieve it, we’re Redefining Pharmacy.