Between 2009 and 2012, Novo Nordisk undertook a project to revitalise its successful Changing Diabetes® corporate brand platform. The brief was to put the company’s special understanding and focus on the needs of people affected by diabetes and other chronic conditions front and centre in all brand communication. This meant realigning the way the brand looks, how it speaks, and how it engages with different stakeholder groups.
http://www.youtube.com/watch?v=z8VVzhOwWJY
|| Concept executed in WDD viral movie ||
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My intial role in this project was as agency-side strategist, auditing existing brand components and preparing a report and presentations on strategic recommendations for the brand team and executive management.
Following approval on strategic direction, I worked as lead copywriter with the brand team to develop a more ‘patient focused’ tone of voice, and as part of the agency creative team to develop the revitalised brand concept. I delivered copy for:
- Brand guidelines
- Ad campaigns
- Internal communications
- Corporate films
- Digital content
- Outdoor branding
- Branding of conferences, symposia and other events.
The revitalised concept and supporting ‘brand toolbox’ have been rolled out across 180 countries.
merrigan communications 