Shaping a New Era for Arcera

The Potential

Arcera was born from the union of three legacy life science businesses. A new company with global ambition, aiming to become one of the top fifteen pharmaceutical companies in the world. Their first attempt at brand guidelines fell short. It lacked strategic foundations and did not reflect the warmth, vibrancy, and pioneering spirit within the business.

Arcera needed a clear brand story and robust guidelines that could launch with impact, unite people around One Arcera, and support long term, sustainable growth for the company and the wider life science category. This was a defining moment for a young challenger brand in a fast moving global market.

The Insight

Progress in life sciences is not only scientific. It is human. To build belief, Arcera had to show how its science touches lives, not just how it works in a lab. When people can feel the warmth, optimism, and ambition behind the science, they connect more deeply with the brand.

‍

The Idea

We started with a deep immersion into Arcera's brand, their core values, and a wide range of stakeholder perspectives. This foundational work gave us a rich understanding of the organisation's true character and ambitions. From this insight, we explored Arcera's name. The arc signalled movement, connection, and continuous progress. The era spoke to longevity, responsibility, and a brand built for future generations. Together they inspired a powerful creative idea: shaping a new era in life sciences.
‍
We developed a unifying brand story and a visual world that brought this idea to life. The new identity dialled up human warmth through photography, colour, and language. It celebrated Arcera as a catalyst for change, connecting people and possibilities across East and West, today and tomorrow.
‍
From detailed brand guidelines to flexible assets, every element was designed to breathe life into life science and give Arcera a distinctive, scalable platform for growth.

The Impact

The new brand foundations created a coherent, confident identity across the three legacy businesses. Clear guidelines and assets improved consistency and quality across key touchpoints, including presentations, reports, social content, signage, and events. The work equipped Arcera with a strategic and creative toolkit to support ambitious growth and global visibility.
‍
The refreshed brand world helped teams see themselves in One Arcera. The story of shaping a new era unlocked pride, clarity, and momentum. Internal initiatives such as Compliance Day became launchpads for the new brand, reinforcing shared values, ethics, and a common mission. The shift from abstract, cold visuals to warmer, more human expression made the brand feel closer, more optimistic, and more relevant to the people it serves.

"Working with Brand Potential has been a great experience. They helped us refresh our brand, both in terms of our story and visual identity. Their team had a clear process to turn our ideas into real concepts, and they added unique touches that make us stand out. They were always there to support us and went above and beyond. We're very happy with the final result and really value working with them." - Vice President, Value Creation