CLIENT
‘Association of the British Pharmaceutical Industry (ABPI) is the trade association for more than 70 companies in the UK producing prescription medicines. Its member companies research, develop, manufacture and supply more than 80 per cent of the medicines prescribed through the National Health Service (NHS). The ABPI also represents companies engaged in the research and/or development of medicines for human use. In addition, its general affiliate membership is for all other organisations with an interest in the pharmaceutical industry.'

PROJECT
This project involved creating a brand style guide around the existing ABPI logo. The new brand was developed to reflect the ABPI’s customer-centred philosophy of being friendly, open and approachable.

A brand basics guideline for use by external and internal users was developed to outline this philosophy and offer guidance and examples of how to apply and use the new brand, showing templates, literature layouts, a colour palette and fonts for printed and electronic applications. We developed new business stationery for printed use, along with a set of new electronic templates for documents, departmental letterheads, memoranda, minutes, etc. These electronic templates were developed to provide some much needed consistency across the ABPI internal communications.

A suite of PowerPoint master templates was also be developed to ensure a consistent style of presentation is put forward by the ABPI. The templates will allow for a degree of user
personalisation, and came with a simple user guide to ensure the user understood how to make best use of the new templates. Abbey also art directed, project managed and co-ordinated the refurbishment of the Whitehall office reception area.

During the project we ensured that through effective communication and project management all areas of action have been completed/implemented ready for launch. We ensured a seamless and professional transition from the old to the new brand, involving the retiring/removal of old brand items and the provision and implementation of the refreshed brand items. We also ensured through focus groups and steering committees that all employees were empowered in their role in the change on launch day.