Next-Gen Creative Innovation for Life Sciences
As the creative partner for BioMarin Pharmaceutical, we were tasked with developing an internal brand for their Contract Manufacturing Operations, known as JCMO. The goal was to create a distinct brand identity that reflected the themes of collaboration, unity, and a shared purpose. The challenge lay in ensuring that this new internal brand integrated seamlessly with BioMarin’s existing corporate identity while maintaining its distinctiveness and memorability as a standalone brandmark.
The Challenge
BioMarin’s JCMO branding project posed several key challenges:
Alignment with BioMarin’s corporate identity
The new internal brand had to align with BioMarin’s existing brand principles, including its colour schemes, typography, and overall aesthetic. This required careful consideration to ensure consistency across all touchpoints while preserving the distinctiveness of the new brandmark.
Stakeholder engagement
Bringing together diverse stakeholders from different departments and aligning their vision for the internal brand was crucial. It was important to ensure that the brand resonated with everyone involved in the contract manufacturing operations.
Creating a unique identity
While leveraging BioMarin’s established branding framework, the JCMO brand needed to stand out as a recognisable and memorable identity. The challenge was to create a logo that could operate within BioMarin’s brand world while still being distinct.
Our Approach
We approached the design with the core theme of unity—the coming together of many elements for a singular purpose. Collaboration and connection were visually represented throughout the brand identity, with every element serving to reinforce this concept.
Brandmark Design
The JCMO logo visually exemplifies unity by blending elements that reflect connection and integration. It leverages BioMarin’s established design language, including the same clean lines and typography that are hallmarks of the main brand. At the same time, unique geometric shapes were introduced within the logo, symbolising the collaboration of different teams and processes within JCMO.
Color Palette & Typography
We maintained BioMarin’s brand colors to ensure consistency and familiarity, but careful attention was paid to applying these in ways that enhance JCMO’s identity. The design preserved BioMarin’s visual tone, using colours to create differentiation between the corporate and internal brands.
Stakeholder Engagement
We fostered collaboration with key internal teams to ensure the final brandmark resonated with all stakeholders. Through a series of design reviews, we ensured that the brand identity spoke directly to the teams responsible for JCMO’s operations while maintaining broader company cohesion.
Outcome
The final JCMO brandmark achieved the perfect balance between distinctiveness and consistency. By drawing on BioMarin’s core visual elements – while incorporating new forms and ideas. The brandmark captured the spirit of JCMO operations and established a strong internal identity. The logo visually represented the theme of unity, reinforcing the collaborative nature of BioMarin’s contract manufacturing teams.
