Sunovion

How do you change the brand behind a blockbuster drug like Lunesta without losing sleep?

When Japanese pharmaceutical giant Dainippon Sumitomo Pharma (DSP) acquired Sepracor, the U.S. company behind such drugs as Lunesta and Omnaris, it faced an important challenge. DSP had to make sure that stakeholders – from doctors and pharmacists to investors and employees – understood that their trusted supplier was still there to deliver the quality and innovation they’d come to expect.

With the merger of Sepracor with its existing U.S. operations, DSP needed to launch a new, unified brand fast, with a new name – Sunovion – to mark the company’s larger scope. FDA approval for a breakthrough drug was imminent, and the rebrand had to be in place in time for the new product’s launch.

Brandlogic rose to the challenge with new mission, vision and value statements, as well as a complete corporate brand platform and key elements of the visual identity. A successful launch was supported by advertisements and brand introduction materials for physicians and Sunovion employees.