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UCB Biopharma
Project overview
Challenge
When in 2004 Brussels-based UCB transformed itself into a pure bio-pharmaceutical company by acquiring Celltech and demerging a non-core division, we were asked to create an annual report that would introduce the business afresh to its stakeholders.
Strategic Insight
UCB was effectively a new company. To ensure that shareholders, investors, customers, employees and other stakeholders fully understood the transformation that had taken place, UCB would need to explain its business from the ground upwards – including its mission, values, business model and strategy.
Creative Solution
Having analysed all of the essential elements of the UCB story, we created a feature section based around the therapeutic areas on which UCB had chosen to focus: the central nervous system, inflammation and immunology, and oncology. These set out UCB’s competitive strengths and detailed the progress that had been made with individual compounds to treat severe diseases. Other sections of the report covered products, R&D, the drug development pipeline, UCB’s global presence and the company’s people. A bold graphic device derived from molecular diagrams highlighted UCB’s large- and small-molecule capabilities.
Results
UCB’s 2004 annual report was the first of three that were designed and produced by BergHind Joseph. Subsequent reports focused on the individuals and families that had been helped by UCB’s drugs and other important aspects of the company’s business model. Our design solution for the annual report also influenced the company’s overall brand identity.
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