Pharma and MedTech branding operates in a landscape of growing complexity, regulation, and public relevance. As audiences expand beyond traditional professional groups, brands must perform across multiple touchpoints and experiences. Clear positioning and consistent brand systems are essential to building long-term trust in this environment.
Innovation cycles are accelerating, digital ecosystems are expanding, and expectations towards brands have fundamentally shifted. They no longer speaks solely to physicians, laboratories, or pharmacies. Patients, caregivers, partners, regulators, and talents have become relevant audiences — active, informed, and digitally connected. They encounter brands across a growing number of touchpoints. So brand perception is formed continuously, not in isolated campaigns.
In this environment, strong brands are created through clarity of positioning and consistency of experience. They translate scientific complexity into meaningful narratives, align highly regulated content with human relevance, and connect strategy, design, and technology into coherent brand systems. Branding becomes a framework that guides communication, behavior, and interaction – across analog and digital brand experiences alike.
–
We develop brands from a systemic perspective. We help to sharpen a clear position, structure services logically, and develop a visual and linguistic system that can be implemented in everyday life. Not as a one-off campaign, but as a resilient foundation for growth: across sub-brands and offerings, across locations, target groups, and languages.
Strategy & Brand Architecture
We sharpen positioning and develop brands that support growth, specialization, and internationalization—and provide orientation for teams and target groups.
Digital & Scientific Storytelling
We develop interfaces and visual systems that make complex content understandable and function reliably in everyday use.
Spatial & Hybrid Brand Experiences
We translate brands into experience—from signage to launch—and seamlessly connect physical experiences with digital touchpoints.
–
Labor Becker & Kollegen is a leading regional provider of value-oriented laboratory medicine—with a strong focus on reliability, precision, and speed. At the same time, the laboratory has invested heavily in automation, digitalization, and innovative initiatives in recent years and has further developed specialist areas. However, this potential was only visible to a limited extent to the outside world.
„With our new corporate identity, we want to show something completely new and forward-looking and set new standards. In doing so, it is important to us to connect our roots and tradition with the future […].”
Dr. med. Marc Becker
Owner & Managing Director
A solid brand is not recognized by the fact that it no longer changes. You recognize it by its ability to combine tradition and innovation. With a new logo, Labor Becker shows how to go this way. The previous complex name is dissolved into a dominant image sign. The letter “B” becomes a symbol for change. Modern. Self-confident. Memorable. And on all applications. As business stationery, signage, digital and in the form of a new image film.
The second edition of our book series starts a dialogue with the owner and managing director of Labor Becker, Marc Becker, MD. It becomes clear what laboratory medicine has to do with art and what time actually means. We learn about the two parts that make up health. And thoughts are pondered about the relationship between fear, humility and personal protection, but also about John Cage and his relationship to coincidence.
–
Genomnet, the Genomics Network Hematology, unites experts to advance diagnostics and therapy for hematological neoplasms using cutting-edge genome sequencing. By integrating research and clinical data, it fosters a knowledge-driven care system where patient insights fuel further research and improved treatments.
Genomnet’s brand design translates visual genome sequencing structures into a concise typographic design system, that is both playful and structured. The strong visuality is complementing precise medical and scientific language and contents.
–
MLLSEQ is the sequencing service and a sister company of MLL Munich Leukemia Laboratory. Under the slogan “We are the next generation – Sequencing Services,” MLLSEQ offers comprehensive services in the field of Next-Generation Sequencing (NGS), ranging from library preparation to pure sequencing.
We created the brand architecture for the MLL Group, defining each subsidiary with a unique color and three-letter extension. MLLSEQ, with SEQ for sequencing, seamlessly integrates into the MLL identity while maintaining its distinct presence. This approach ensures clarity and strengthens brand recognition within a unified system.
–
Life Beam is the new center for radiotherapy in Munich. It combines two of the most advanced technologies in modern cancer treatment: online adaptive radiotherapy and stereotactic radiosurgery. Together, they allow for a level of precision, personalization, and gentleness that goes far beyond what conventional radiotherapy can offer. Both technologies can be used individually or in combination – delivering treatment at the highest possible standard.
The new Life Beam brand gives the ideal expression to our new center – combining state-of-the-art technology with an approachable and human care.
Prof. Dr. med. Hendrik Wolff
Medical Director
The website is the central communications tool for reaching national and international patients. It provides deep but understandable context and is made available in German, English, Russian and Arabic.
–
Many of our long-term customer relationships began with a clearly defined pilot project. Within a defined period of time, we develop the strategic and design foundations and test them at real touchpoints. This reduces risks, creates a basis for decision-making, and forms the foundation for a scalable rollout.
–
Yes
Typical results
- – Positioning & brand principles
- – Experience system blueprint
- – Initial pilot touchpoints
- – Recommendations for rollout & governance
Typical triggers for change
- – Strategic realignment or growth
- – Increasingly complex brand architectures
- – Fragmented digital and physical touchpoints
- – High need for explanation of complex content
- – Need for scalable brand systems suitable for everyday use