Faced with inconsistent usage of Cerus’ brand across the company’s international markets, Cerus engaged Waterhouse Brands (Waterhouse) to update its corporate look and roll out a scalable visual system that could be used to drive brand consistency and unify the company’s corporate image.
How We Helped
Waterhouse tackled Cerus’ challenge by starting with a comprehensive brand audit, identifying points of divergence and convergence across geographies and answering the question: “How can we be different than others in our category?” With the results in hand, Waterhouse created a new visual identity that projected the image of a global leader and trusted partner for safe and accessible blood.
Waterhouse built a visual identity framework to surround the new logo that provides prescriptive guidance to internal marketers and agency partners around all design aspects to ensure a consistent global look. The details were summarized by Waterhouse in a 50-page brand book that serves as a resource to guide usage of the Cerus brand.