Seeking a visually creative solution that would align its U.S. corporate and employment brands, Astellas’ corporate communications and recruiting teams desired to bring the employment brand to life by borrowing concepts and inspiration from its corporate brand.
Astellas Pharma US, Inc., an affiliate of Tokyo-based Astellas Pharma, Inc., is a pharmaceutical company dedicated to improving the health of people around the world through the provision of innovative and reliable pharmaceutical products. In order to best extend and execute the new visual strategy, the our team worked closely with Astellas executive and key stakeholders to develop the new, cohesive visual identity for the HR brands that would promote Astellas as an employer of choice.
To develop a strong, believable and consistent brand image for the Astellas team we explored brand development issues and strategies; evaluated where the Astellas US brand was then; investigated what makes the Astellas US distinctive; discovered verbal/visual associations for the ideal Astellas brand; and consolidated shared input into primary Astellas brand positioning and tone of voice elements.
Armed with the insights gained through research, creative workshops and brainstorming meetings with the Astellas team, our team launched into execution mode and created new visual identities for Astellas’ human resources brands (Stellar Rewards, Star Talent). We also updated PowerPoint, email and advertising templates, consulted on website design and built out the full design of Astellas’ corporate magazine. The messaging work by the brand strategy team was used as a guiding light and was included in the design team’s collateral pieces.