An overview of our rebranding procedure for Swiss pharmaceutical company, Carbogen Amcis, and how this work led to us rebranding their parent company Dishman, a global concern based in India.

1. THE REBRANDING OF
CARBOGEN AMCIS & DISHMAN
refreshingly good ideas
SemiStoneMedia.com

2. www.SemiStoneMedia.comwww.SemiStoneMedia.com
REBRANDING CARBOGEN AMCIS & DISHMAN
NEW VISUAL IDENTITY FOR CARBOGEN AMCIS
Agency Brief
As part of a 5-year strategy, Carbogen Amcis is looking to realign
the company’s values, vision & mission and update its visual identity.
The company website and brand identity were developed in 2006, a
few months prior to their acquisition by India-based company Dishman.
Carbogen Amcis is now looking for a marketing agency to update the
company’s brand identity and roll-out the new design concept to all marketing
collaterals including the company’s webpage. Carbogen Amcis will maintain its
current logo and its corporate word templates.
Carbogen Amcis company overview
Carbogen Amcis is a leading provider of drug
development and commercialization services
to the pharmaceutical and biopharmaceutical
industries, at all stages of drug development.
Carbogen Amcis has research and
manufacturing facilities in Switzerland, UK,
France and India. Primarily, our customers are
based in US and EU (Germany, Switzerland,
France, Spain, Italy, Scandinavia, UK &
Ireland) and we have a growing presence
in Israel & Japan.
We are dedicated to helping pharmaceutical
and biopharmaceutical companies reduce
the time, cost and risks associated with drug
development. For our clients’ benefit, we have
integrated the early phase with the late phase
and commercial supply. All our services (highly
potent API supply, API manufacture, life cycle
management, chromatography, analytics,
formulation, sterile manufacture) are available
as part of our end-to-end core services or on
a stand-alone basis. Our staff comprises more
than 200 dedicated chemists, approximately
40 percent of whom hold a Ph.D. in chemistry.
website: www.carbogen-amcis.com
Dishman company overview
Carbogen Amcis has been a part of the
Dishman Group since August 2006. Dishman
is an India-based outsourcing partner for
pharmaceutical companies, offering a portfolio
of products and development, scale-up and
manufacturing services.
The Dishman group is a global, multi-
site, multi-location organization, offering
its customers the opportunity to obtain
a comprehensive range of chemical and
manufacturing solutions from one single
supplier. This extends from rapid Active
Pharmaceutical Ingredients (APIs) supply
to large-scale manufacture of intermediates,
APIs, highly potent APIs and fine chemicals.
By offering manufacturing excellence in
multiple cGMP-compliant and FDA-inspected
facilities in Europe, China, and India as well
as technical support in all major markets,
Dishman is the global outsourcing partner
for the pharmaceutical industry, providing
innovative development, life cycle management
and cost-effective commercial supply through
economies of scale and locations.
website: www.dishmangroup.com
Agency Selection Criteria
The agency pitch will be scored on the
following criteria:
• Agency Creativity
• Agency Experience
• Design Capabilities
• Resources Available
• Communication & Reporting
• Web Capabilities
• Costs
“A brand’s
strengthis built upon its determination
to promote its own distinctive values and mission.”
Jean-Noel Kapferer
THE BRIEF
Carbogen Amcis Headquarters in Switzerland

3. REBRANDING CARBOGEN AMCIS & DISHMAN
www.SemiStoneMedia.comwww.SemiStoneMedia.com
SemiStone Media were invited to pitch against several agencies for the
rebranding work of Carbogen Amcis, and in the initial teleconferences
a people-focus was the requested direction of the company.
However, exploring the market and the competition showed this to be a common
theme, and so it was suggested that a different approach might be considered, and
embrace the desire to be different.
With this out of the box thinking approach, numerous taglines with supporting imagery
were produced. From these it was requested that two of the designs be developed
further and applied to various marketing materials to see how flexible the two themes
were. The outcome of all this being that the CEO and vice-presidents were unanimous
in their agreement that the design and tagline opposite best portrayed the company
and it’s aspirations, and also demonstrated a great deal of flexibility in its application.
This new look also demonstrated the company’s determination to promote its own
distinctive values and mission, with it being very different to any of their competitors.
As such, SemiStone Media were commissioned to carry out the rebranding work
and tasked with applying this new look and feel across the entire range of their
marketing tools.
INNOVATIVE CHEMISTRY SOLUTIONS
This was the theme
for Carbogen Amcis’
branding prior to the
implementation of the
rebranding created by
SemiStone Media.

4. REBRANDING CARBOGEN AMCIS & DISHMAN
www.SemiStoneMedia.comwww.SemiStoneMedia.com
The first marketing tool to be rebranded was the main corporate
brochure, for which a few variations were created for consideration.
Eventually it was decided to use the style as seen here.
With this style decided upon, this would now dictate the direction of the
process for the application of the rebranding across the remaining
marketing materials.

5. REBRANDING CARBOGEN AMCIS & DISHMAN
www.SemiStoneMedia.comwww.SemiStoneMedia.com
A set of four brochures were required that clients could use to
get specific information on various processes and services that
Carbogen Amcis offered.
Here are the four front covers, showing how
the developed styling was implemented to
produce these specific titles.

6. REBRANDING CARBOGEN AMCIS & DISHMAN
www.SemiStoneMedia.comwww.SemiStoneMedia.com
This was their
branding prior to the
implementation of the
rebranding created by
SemiStone Media.
With the rebranding and tagline development for Carbogen Amcis
agreed upon and in progress the parent company, Dishman, asked
to see how it was progressing. They
were impressed with what they saw and
requested that SemiStone Media submit
some rebranding suggestions for the
Dishman brand.
SemiStone Media felt that it should
be in keeping with the established
theme for Carbogen Amcis, and also
reflect the relationship between the
two brands. With this in mind, it was
suggested that the visual identity to be
associated with Dishman should be
the Sun, and a tagline with a double
meaning developed, as was done for
Carbogen Amcis. This not only kept it in
theme, but also established the correct
hierarchical relationship between the
two companies. Numerous designs
based on this theme were submitted for their consideration.
This concept idea was received with great enthusiasm, with
the design and tagline opposite being the chosen option.
Dishman requested that the rebranding for both Carbogen
Amcis and Dishman be completed and ready in time for
the CPhI Worldwide 2014 Event.
ENERGISING
SCIENCE
ENERGISING
LIFE
ENHANCINGLIFEENERGISINGSCIENCE
ENERGISING
SCIENCE
ENHANCING
LIFE
ENERGISE
YOUR
SCIENCE
FOR LIFE
ENERGISE
THE DELIVERY OF
YOUR SCIENCE
ENERGISE
YOUR
SCIENCE
FOR LIFE
ENERGISE
YOUR
SCIENCE
FOR LIFE
ENERGISE
YOUR
SCIENCE
FOR LIFE
ENERGISING
S
C
IENCE
EN
H
ANCING LIFE
ENERGISE
YOUR
SCIENCE
FOR LIFE
ENERGISE
YOUR
SCIENCE
FOR LIFE
A selection of initial design and tagline
proposals submitted for consideration.
GLOBAL PARTNERSHIP SOLUTIONS
GLOBAL PARTNERSHIP SOLUTIONS

7. REBRANDING CARBOGEN AMCIS & DISHMAN
www.SemiStoneMedia.comwww.SemiStoneMedia.com
Again, the first marketing tool to be rebranded was the main
corporate brochure. With a style set for Carbogen Amcis it was felt
that to reinforce the relationship between the two brands, a common
style should be used.
As can be seen here, the same template was implemented to develop the Dishman
brochure, with the branding imagery and corporate colours being the differentiation.

8. REBRANDING CARBOGEN AMCIS & DISHMAN
www.SemiStoneMedia.comwww.SemiStoneMedia.com
When it came to the websites, the decision was made that for the time
being it would be more convenient to reskin, rather than carry out a
complete rebuild of both sites.
However, to build on the association of the two brands, and emphasise the ‘one
company, two brands’ notion, the idea of a common landing page with joint gateways
was explored. The decided medium was to be an animation, which could then also be
used on the large-format screens on the trade stand at CPhI Worldwide.
Opposite can be seen a series of frames from the animation created for this purpose
that was produced by SemiStone Media, who also produced the soundtrack.
The animation can be viewed by visiting either of the inks below:
www.carbogen-amcis.com
www.dishmangroup.com
Some frames from the animation
created for the website landing pages.

9. REBRANDING CARBOGEN AMCIS & DISHMAN
www.SemiStoneMedia.comwww.SemiStoneMedia.com
The rebranding has been applied to various forms of information
banners and panels for sales meetings and trade shows, from
roller banners to trade show stands.
With the CPhI Worldwide Event set to be the official unveiling of the new
branding, a great deal of time and effort was spent in sourcing a
suitable company to construct the stand. Once decided upon,
SemiStone Media closely liaised with the chosen company,
whilst carrying out the task of branding the stand, in order
to avoid any technical issues.
CPhI Worldwide 2014
Parc des Expositions, Paris Nord Villepinte, Paris, France, 7-9 October, 2014
Contact:
DinaStrelkova
SponsorshipandDigital
SalesExecutive
Tel:+31204099586
dina.strelkova@ubm.com
“Our trade stand at the 2014 CPhI Worldwide Event
in Paris was, without doubt, the best at the show
and by far the best we’ve ever had. SemiStone
Media consistently deliver design that works.”
Mark Griffiths, CEO, The Dishman Group.
The final designs created for
the combined trade show
stand at CPhI Worldwide.

10. REBRANDING CARBOGEN AMCIS & DISHMAN
www.SemiStoneMedia.comwww.SemiStoneMedia.com
The flexibility of the branding
style has allowed it to be applied
in numerous ways, and has been
successfully implemented in
the design of various marketing
materials, including promotional
items and invites to press events.
This example, seen right, shows how
the branding was used in the design of
a dinner invite for clients attending CPhI
Worldwide in Paris.
The example below shows how the
combined branding was implemented to
create a UI for an iPad app used at the
CPhI event.
Clients and staff
enjoy an evening
of fine dining and
entertainment in Paris.

11. Mobile Apps Development
User Experience / Interface Design
SMS Marketing
Digital Strategy
Marketing, Channel & Sales Toolkits
Facebook Apps
Ecommerce
Content Management Systems
Software Design & Implementation
Database Architecture & Management
WEB DESIGN:
Branding / Corporate Identity
Advertising Campaigns
Sales Brochures / POS
Logo / Stationery Design
Leaflets / Posters / Billboards
Magazines / Newsletters / Books
Corporate Brochures
Financial Reports
Exhibition Stands / Trade Banners
Illustration / Photo Manipulation
PRINT DESIGN:
Our desire is to help our clients deliver a message that resonates with their target audience, whether that’s
achieved through a website design, an effective advertising campaign or the rebranding of the company.
Ultimately, our passion is your success.
SemiStone Media for refreshingly good ideas
For further information call +44(0)330 222 0023 or visit SemiStoneMedia.com
©2015 SemiStone Media Ltd. All rights reserved. ­
Registered in England and Wales No. 08869170.