Pharmaceutical Defence Limited Brand Identity / Digital Design / Print & Editorial / Marketing Content

Pharmaceutical Defence Limited (PDL) is a nationally trusted organisation instilling peace of mind in pharmacists at all stages of their career. Since 1912 PDL has supported 31,000 members, building considerable brand equity and a strong support base throughout their journey.

Not just an organisation but an institution, the PDL identity was not accurately portraying the breadth of service, history and community support delivered to members every day. Following a rigorous strategy session, Principle Design’s creative team road-mapped a brand system inspired by our value findings; Reliable, Assistance in Emergencies, Community, Support Network and Evolution.

“Sash and the team are just spectacular. They produce such quality work, really listen to their clients and have a very quick turnaround. All this and the fact they are such lovely people makes them an obvious choice when you are looking at a design firm.”

Steered by PDL’s reliable brand equity, we approached design with a ‘refresh mindset’, retaining recognition through scale and type, and elevating design with a brighter orange and adjusted line weight. An interplay of gradient shapes visually depicts PDL’s trusted authority within the industry, reinforcing their ‘by pharmacists for pharmacists’ value proposition.

With brand assets refined, we were approached to execute a series of collateral and digital projects to perpetuate PDL’s brand image and encourage a holistic user experience. As a service communicating to 31,000 members, flow of information is imperative and requires design to highlight key messages and data points.

Marrying copy with the brand design was the final piece of the PDL puzzle. Principle Design’s marketing team aligned the tone of voice with the refreshed brand identity to complete a brand system that will stay relevant for years to come.