Sanofi is an innovative global healthcare company, developed over 50 years through hundreds of acquisitions. They primarily focus on manufacturing and marketing pharmaceutical products in the prescription market and over-the-counter medications. With a rich heritage of patient-centric scientific discovery, today it operates across 90 countries with around 91,000 employees.
Transforming the multiple cultures, identities, and brands with roots in a variety of diverse companies (e.g. Sanofi Pasteur and Sanofi Genzyme), into an aligned single Sanofi name and corporate brand. Creating engagement and excitement around this one brand.
In 2019 Sanofi announced its new Play to Win strategy, which put science and innovation at the core, with focus on first- and best-in-class treatments and vaccines. With the new strategy, the company introduced key behaviors to facilitate this ambition. One of these behaviors – One Sanofi – fueled the upcoming change – uniting the company under one solid corporate brand. New visual identity would draw on Sanofi’s long history and heritage and would create a cohesive connected approach across the entire organization.
Project CONNECT was created involving a limited number of internal employees to prepare the launch of the new logo and identity to the entire organization. To create global momentum and enthusiasm for the transformation, major flagship sites, internal communications, and social media channels as well as corporate website were transformed overnight. Seamless access to all the resources needed was provided by a brand helpdesk and first ever all-company brand portal.
The new brand is rooted in heritage, bringing a diverse history together in a single common identity One Sanofi, one identity and one purpose: to chase the miracles of science to improve people’s lives.
A centralized implementation strategy enabled all stakeholders globally to effect a sustainable and responsible transition of the new brand identity and tone of voice across all communication channels, platforms and brand touch points; including facilities, fleet, workwear, packaging.
An embedded culture of correct use of the brand identity is evidenced by the new brand portal traffic
• 63,000 internal users
• 2,150 external agencies
• 3,250 Source assets stored (and counting)
• 1,200 daily visits