HTF Associates

Refreshing a pharmaceutical brand without losing its essence

The challenge

HTF approached us for a refreshed brand identity, including a new logo and updated colour scheme. They wanted a design that showed collaboration, a key value of the company. The goal was to retain the core elements that defined their brand without alienating their existing customers and introducing a visual style that better reflected their values.

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Sector
Pharmaceutical Consultancy

Lead designer:
Ahsan

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What we did for this client

We began by taking the time to understand our client’s vision, their business and the messaging they wanted to convey. This allowed our design team to gain the insight needed to move forward with confidence.

Next, we carried out thorough competitor research to better understand what the client liked and disliked, as well as how others in their industry were presenting themselves. From this, we aligned on a blue colour scheme that evokes a calming and trustworthy feel.

We then created and presented a series of stylescapes to gather feedback and refine the direction. During this stage, we developed a new logo that used the chosen colour palette and a circular form to represent cohesion and collaboration.

To complete the project, we curated a range of final assets to help the client visualise how their branding and logo would appear across social media, their website and printed materials. This step ensured they could clearly see how their new identity would work in real environments.

A photo showing HTF Associates two main font types infront of two light blue squares

Benefits of the new brand

The updated look retained key elements of the original logo while introducing a colour palette that created a calming and reassuring tone. Improved colour choices made call to action buttons more visible, and the use of rounded fonts supported a more people focused and approachable aesthetic.

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Hear from our lead designer

“Our goal was to make the business seem more approachable and for the logo to exemplify that sense of collaboration. We wanted to make sure their values were reflected in the logo.”

Ahsan, Lead Designer on the project

A confident new look for HTF Associates

Throughout this project, it was essential to understand the client’s needs, their industry and consumer base. Every branding decision needed to reflect how HTF communicates and connects with its audience. The calm colour palette we selected also helped strengthen trust for visitors by creating a more reassuring visual environment.