The challenge
While “big pharma” is one of the industries we politely reject to work with, tiny pharma piqued our interest in 2021. ten23 is a Swiss sustainability-focused CDMO* start-up that helps clients develop and manufacture innovative medicines.
What is now a company with well over 170 employees was nothing but an ambitious plan back then: No legal entity, no name, no team – just a founder and his bold vision: Challenge the rules of pharma and build on transparency, sustainability and healthy work culture – with a self-organised team of highly motivated industry experts.
Our common mission for the project: Create a brand that is clearly different, new, and disruptive – while keeping a certain degree of classic B2B industry expression so we don’t scare off potential clients, partners, and investors.
*) Contract Development and Manufacturing Organisation
Our impact
In just about a month, and without a single face-to-face meeting, we worked closely with the founder-CEO and his core team to analyse the market, develop a clearly differentiated positioning and strategic brand, translate this into a name for the company, a logo, and finally a foundational brand design and digital style guide to kick-start the company’s launch.
The result: A name deeply rooted in science, a memorable ten23.health domain, a dynamic and versatile logo mark derived from the company name, a fresh colour scheme and recognisable typography.
Since then, our brand design has scaled with the company and was successfully applied to virtually every touch point imaginable — from digital to physical, from way finding to lab coats.
“Throughout the branding process, Ponder produced exceptional work, from naming to creating the final logo and visual language.”
– Hanns-Christian Mahler, CEO of ten23 health
