VSA Partners has led the brand transformation of AMRI, a leading contract drug manufacturing organization, emphasizing its ability to take drug development “from curiosity to cure.” That’s the core positioning and tagline VSA developed as it’s evolved the company to Curia. The design firm’s brief involved simultaneous strategy and design processes that addressed naming, messaging, brand identity, a website overhaul, environmental branding, sales enablement, social media and advertising. For development of the new name, Curia, VSA relied on its proprietary naming process, said Mike Walsh, VSA’s Client Engagement lead. The origin was an early Roman word that means “a gathering of minds.” Walsh contends that “It has a lyrical quality that also alludes to the promise of medicine.
The new logo utilizes a stylized molecular icon to form the dot in the lower case ‘i’ in Curia, which links the mark to the previous AMRI brand identity. “In a category where playing it safe has led to a sea of sameness among competitors, we created a bold expression system that balances scientific expertise with respect, and compassion for the human lives we impact,” said VSA Partners Executive Creative Director Thom Wolfe.