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How brand changed a CRO culture

Contract Research Organizations (CROs) traditionally do the grunt work no one wants to do. To transform perceptions and redefine the category, Covance needed to evolve its culture and be proactive to drive change.

With the new visual identity, we elevated the perception of Covance’s traditional CRO role, so that clients saw it as more than just a lab for hire but as an insights partner. We created a brand that expresses Covance’s highly analytical—yet creative work—using design to evoke order and imagination. We defined a more proactive set of employee behaviors to drive internal change. The highly differentiated brand ignited new energy in the category and sparked appreciation for how Covance’s people, insights, and offerings make it a valuable partner in bringing products to market sooner.

Covance’s business development team took the rebrand and ran. They were now able to communicate the company’s value beyond just data results. As a result, revenue rose and the company’s employee base grew.

The new visual ID for Covance inspired its team and put a new face on CROs.

A Covance employee: “We have embraced the work across the board… [When the brand launched] it engaged all of our audiences and prompted conversations about Covance and our solutions that we had not been able to have before.”

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