14 July 2003

New identity for ACSC following acquisition

Leading up to its acquisition of Clinical Research Consultancy GmbH (CRC) in May, Advanced Clinical Sciences Corporation Limited (ACSC) appointed Northbank Communications to create an identity for the combined company. As CRC already had an international reputation as a specialist contract research organisation (CRO), the decision was made to change the name of the Company to CRC Development Ltd, trading as CRC. The original CRC logo and identity has been reviewed and enhanced and Northbank is now in the process of creating a new website and stationery set for the 10 offices.

As a CRO, the Company required an identity that represents its stability, reliability and expertise and Northbank was able to capture this through in-depth consultation with key CRC stakeholders, and an understanding of clinical research values and issues.

"Brand value is very important to us", said Tim Carden, CRC Chief Commercial Officer, "Northbank has taken the original CRC graphic, and produced a stronger and more dynamic logo with an established feel that we can use across our global network of offices."

The new identity is now being applied across a range of media, building on the strength of CRC's international reputation and providing a unified and solid image to its key audiences across the world.

Peter Colley, Northbank Director and Account Director for the CRC account, commented, "As far as image and identity go, CRO's have distinctly different issues than other scientific companies such as biotech's and pharmaceuticals. However, as CRC is targeting these sectors, in which we have considerable experience, we were in the ideal position to view the problem from both sides and provide an identity that was appropriate to CRC's needs."

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