BRAND STRATEGY · INDIA
Strides — Brand Strategy & Identity Refresh
Expressing the human purpose behind pharmaceutical innovation
01 / BRIEF & APPROACH
Strides sought to refresh its brand expression, communicating its strength as a young, technologically advanced pharmaceutical company while making the brand feel more human.
Research revealed an agile, confident organisation willing to challenge convention. The resulting concept, “Impact,” centred on the people behind its achievements, connecting the company’s entrepreneurial character with employee stories and the difference its products make in people’s lives.
02 / MY CONTRIBUTION
Establishing the strategic direction for brand expression
During my tenure at Idiom Design, I led the brand strategy exercise, translating research findings into a direction that connected Strides’ organisational character with a more human brand narrative.
Working with the design team, I helped establish the strategic foundation for the identity refresh and communications, placing employees and their contribution at the centre of the brand story.
03 / OUTCOMES
The engagement produced a refreshed identity and visual language grounded in the “Impact” concept. Confident employee photography and an inclusive infinity motif expressed the people, products and capabilities behind the organisation.
External communications complemented this with stories of consumer wellbeing, connecting pharmaceutical expertise with its human benefits. Together, these provided a coherent direction for presenting Strides as both technologically capable and people-centred.
Project undertaken during my tenure at Idiom Design. Brand identity and visual design developed by the Idiom team. All rights reserved.