Sigma-Aldrich – Branding and Advertising

Sigma-Aldrich is a leading Life Science and High Technology company. Its biochemical and organic chemical products and kits are used in scientific and genomic research, biotechnology, pharmaceutical development, the diagnosis of disease and as key components in pharmaceutical and other high technology manufacturing. The Company has customers in life science companies, university and government institutions, hospitals, and in industry. Over one million scientists and technologists use its products. Sigma-Aldrich operates in 35 countries and has 7,000 employees worldwide.

In recent years Sigma Aldrich has evolved and expanded from a specialty lab chemicals supplier with fine chemicals and biotech sales divisions, to a broader position in life sciences with stand alone business units each with their own R&D, manufacturing and sales operations.

Focused on life science research, the Research Biotech Business Unit's driving force is one of innovation and scientific collaboration; values not historically associated with the Sigma-Aldrich brand. The challenge is thus to change current perceptions and for the Company to become known both as a Life Science innovator, and the supplier of choice in this sector.

Northbank has been providing PR counsel to Sigma-Aldrich since 2003 and recently extended the relationship by winning a 5-way competitive pitch to brand and provide marketing support to the Research Biotech business unit.

	To increase awareness of and promote Sigma-Aldrich as a Life Science Innovator.
	To develop a strong brand identity for the Research Biotech Business Unit that grabs attention and visually communicates the brand values.
	To design a product campaign, that both promotes an innovative, flagship RNAi product offering and communicates the life science workflow value proposition.
	To develop the product campaign in a way that has the flexibility and scope to underpin and build a future corporate campaign.

	A visual framework and campaign theme was developed.
	A brand vehicle was incorporated that was flexible enough to appear across all levels of communication - from corporate through to product. The 'red cube' was chosen for its association with the key elements of the Research Biotech value proposition. Innovation and creativity - thinking outside the box Intrigue - what's inside the box? Strength and stability - building blocks Red - Sigma Aldrich corporate colour Flexibility
	With the wide range of messages and target audiences the simple design framework was created to ensure continuity across all activities and materials. It also had to be flexible enough to accommodate different products and allow for integrated campaigns to be developed across all channels.
	The communication's kicked off with a series of 3 ads for a lead product area, RNAi. The ads appeared on consecutive pages in leading life science journals - GEN, Nature and Science. Supporting literature was updated to reflect the new imagery and build the brand.

The red cube is being rolled out across Research Biotech with campaigns developed for lead products within Genomics, Proteomics and Cell Signalling.

A corporate campaign is now in development to build the Research Biotech brand.

Although in its early stages the red cube is certainly creating interest with customers, internal staff and the media.

Watch out for Sigma's red cube of innovation...

1 November 2005

To discuss our capability in this area please contact:
Sue Charles, CEO
+44 (0)20 3008 7562
s.charles[at]northbankcommunications.com

Credits
This project was implemented by Sue Charles and Sarah Jeffery. Designed by Ken Robertson and Chris Fisher.

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