The Call
Merck Animal Health, a division of Merck & Co., Inc., is the global animal health business unit of Merck. Through its commitment to The Science of Healthier Animals®, Merck Animal Health offers veterinarians, farmers, pet owners, and governments one of the widest ranges of veterinary pharmaceuticals, vaccines, and health management solutions and services, as well as an extensive suite of connected technology that includes identification, traceability, and monitoring products.
The Aqua Species team at Merck Animal Health was presented with the opportunity to broaden their biopharmaceutical offering to incorporate industry-leading technology solutions. In order to be successful, they needed a brand architecture that would encompass key tenets of their business and the tools to allow them to connect with diverse audiences.
What we did
Brand strategy
Brand architecture
brand identity design
verbal strategy
collateral design
visual identity system
trade-show booth
The Work
CBX was charged with creating a compelling visual and verbal system that would explain the portfolio of aquaculture solutions to fish farmers, conservationists, and fishers responsible for cultivating and maintaining healthy and sustainable aquatic ecosystems.
CBX conducted interviews with international stakeholders to develop the overarching messaging of “Ensuring fish welfare and sustainability for aquatic species and those who care for them.” We brought this to life by developing a pillar architecture to organize and visualize all of the brands and technology offerings holistically. The system leverages photography and key graphics to communicate the strategy and differentiate it from its competitors. One of those key graphics, the trimark, illustrates how the three pillars “Monitor, Optimize, and Benchmark” are joined to create a harmonious and continuous cycle, creating a synergy that ties everything together.
The Impact
The aquaculture system was adopted quickly, and widely, launching in over 50 countries worldwide. The best evidence of our success is our happy clients. CBX was able to digest the complexities of each brand, product, and technology in aquaculture, break it down through stakeholder interviews and research, and deliver it in a succinct visual and verbal system that not only captured the wonder of both the aquaculture world and innovation technology but revealed them to be a seamless whole.
Additionally, CBX’s work for Merck’s aquaculture campaign won a GDUSA Graphic Design Award for Brand Identity by taking important topics like aquaculture and conservation and making them both eye-catching and informative.
