Prophet has helped Hikma reposition following a period of growth which saw the company expand in a way that the old brand couldn’t support.
The 40-year-old company says it wanted Prophet to communicate that it was now a “unified global enterprise brand”.
“Business scale was greater than brand scale”
A brand story was created around the idea that Hikma has “improved the lives of millions of people around the world” according to Prophet, which looked to emphasise this with a new visual direction and identity.
According to Prophet associate partner Gabriela Henault, “The business scale was far greater than the scale of the brand, and there was a lot of complexity with multiple corporate brands around the world.
“The answer was to consolidate all corporate brands under one, global master brand in order to build internal unity, consistency and drive impact.”
The new brand needed to recognise the history of the company and it’s current and future direction. To this end a new visual system and colour palette were created, as well as “a more accessible, modern typeface” and a logo which Prophet executive creative director Clive Rohald says shows “determination and confidence”.
All sub-brands have now been unified with one look and feel so that Hikma appears as one connected organisation.
Hikma’s global head of corporate affairs Brooke Clarke says that the main message conveyed through the new branding is that Hikma makes its products available for people who need them globally and that the company “plays a role in improving people’s health every day all over the world”.