Case Study: SERB unites post-merger brands with Luminous

SERB future-proofs its global brand and digital ecosystem with Luminous

The customer SERB, formed from a merger between itself, BTG Specialty Pharma, and Veriton Pharma, faced the challenge of uniting as a new global specialty pharmaceutical business. They needed a cohesive brand to capture the essence of the integrated group and future-proof the organization. The vendor Luminous was engaged to create a new brand architecture, purpose, and visual identity.

Luminous developed a comprehensive brand strategy through stakeholder workshops, defining a new brand story, vision, and values. The solution included a vibrant visual identity featuring a key graphic called the 'SERB Roundel', a refreshed color palette, and a modern font. A central component was a new, flexible website designed to instill pride in employees, act as a commercial face for clients, and tell a compelling story to partners and investors, thereby future-proofing the business for further growth.

SERB