Branding + Positioning

West Brand PowerPoint

West Pharmaceutical Services

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In 2020, West Pharmaceutical Services came to Cobalt to help revitalize its corporate branding. A key element of the brand refresh involved strategically removing the West "brand bar" — a horizontal blue bar ensconcing the West logo — from its brand toolbox to allow for more dynamic, less restricted designs. It wasn't a matter of simply deleting the blue bar because it appeared specifically to bring consistency to West's marketing materials. Instead, it needed a replacement visual approach that still made it possible to achieve consistency, but without the restrictions inherent in a layout-dominating horizontal bar.

Starting with West's corporate PowerPoint deck, Cobalt redefined West's visual appearance by introducing a "diamondweave" background pattern derived from West's diamond logo. This pattern formed the foundation upon which to build a family of master slides that both showcased how the new branding could be treated in a number of configurations but also provided plenty of room for presenters to display their content. The first use of the deck was a major investor presentation in early 2021.

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