At the Japanese pharmaceutical company Chugai Pharma, all signs point to innovation: its Asian roots, Japanese characters and traditional look were to be replaced by a modern, international corporate identity that underlines the group’s focus on the future. The focus is on technological progress, talent and expertise to keep improving patient care.

In a brainstorming session, our team of consultants, designers and copywriters set the course for the new corporate brochure: What is the company’s vision? In which direction is the industry heading? What are its core business areas? In a second step, we defined which textual and visual motifs support the message of the claim “Innovation beyond Imagination”. A copy and design concept took shape. In close coordination with the company, the page plan, wording, colour scheme and graphic elements were refined.

With powerful motifs, Chugai presents itself as an innovative and committed pharmaceutical company with its core business areas of oncology, rheumatology, haematology and supportive care – all underpinned by the company’s vision. At its heart is the motif of “focusing”. Through clear language and the design element of the square, the essentials take centre stage. The gaze is directed towards the future.