Bringing the
new brand to life
The existing AmerisourceBergen/Cencora brand was introduced in 2014, during a different time in the organization’s strategic history. The business—and the global healthcare market—had evolved considerably since then. The company was embarking on a new chapter in our strategy, building on 20 years of experience as AmerisourceBergen.
Limitations of the legacy branding
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Lack of competitive differentiation
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Dark color palette
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Rigid application
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Outdated look and feel
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Challenging digital implementation
Legacy brand
New brand
Fortune 10 company rebrand
Client
AmerisourceBergen / Cencora - Fortune 10 company
My role
Creative Director
Brand implementation
Brand architecture
Brand steward
Brand training
Brand migration globally
The rebrand achieved remarkable success, generating positive sentiment, increased awareness, and drove significant organic engagement while making a tangible impact with customers and employees.
