Case Study: Transforming Novaphene’s Brand and Digital Presence

Client Overview

Novaphene, a company with a 70-year legacy in the chemical industry, specializes in providing high-quality personal care ingredients and pharmaceutical intermediaries. As a reliable partner in the speciality chemicals sector, Novaphene has built a reputation for delivering cost-effective solutions rooted in ethical practices and the innovative spirit of Indian “jugaad.”

Project Scope

Novaphene approached us with a clear objective: modernise its brand and digital presence to better engage with international markets and large-scale clients in the cosmetics and pharmaceutical industries. The project scope included:

• Logo Design: A refreshed, modern take on their existing logo, retaining the brand’s identity while giving it a cleaner and more contemporary look.
• Brand Identity: Development of a comprehensive brand identity that aligns with their legacy and future ambitions.
• Website Design: Redesign their outdated, stereotypical HTML website to a sleek, dynamic, and user-friendly platform that appeals to their target audience.
• Copywriting: SEO-based copywriting that accurately reflects the technical nature of their business while being engaging and informative.

Timeline

The entire rebranding process was completed within a 75-day timeframe:

• Rebranding: 15 days
• Website Design & Copywriting: 60 days

Objective

The main objective was to provide Novaphene with a modern and fresh look and feel that would resonate with large cosmetic companies, pharma intermediaries, and pharma buyers. The existing brand and website were considered too boring and stereotypical, which hindered their ability to tap into international markets effectively.

Design Process

Creative Process

We started by analyzing Novaphene’s existing brand and understanding its industry. The goal was to retain the essence of their legacy while injecting a modern, sleek, and professional tone into the design. The yellow colour, which was a significant part of their brand, was given a more vibrant and dynamic treatment, reflecting the energy and innovation Novaphene brings to the industry.

Challenges

The primary challenge was SEO-based copywriting, which required deep technical knowledge and an understanding of the chemical industry. During the UX phase, we also faced the challenge of aligning the user experience with Novaphene’s complex business model. However, through several meetings and a close collaboration with Novaphene, we were able to overcome these hurdles. Our copywriter, who possessed strong technical knowledge, played a crucial role in turning the content around.

Collaboration

The success of this project was built on strong communication and collaboration. Our team, including Darshan & Virendra for the website, Pratik as the lead brand designer, Aditi as the brand designer, Himanshu as the branding manager, and Harshill as the project manager, worked closely with Novaphene. We made multiple visits to their office and hosted them at ours to ensure that every aspect of the project was in line with their vision and expectations.

Results and Impact

The newly redesigned website and brand identity were strategically crafted based on industry research and neuromarketing principles. By incorporating behavioural science techniques, we ensured that the outcome was not only visually appealing but also perfectly aligned with the expectations and behaviours of Novaphene’s target audience.

Key Outcomes for Brand and Digital Presence:

• Increased Traffic: The revamped website attracted a significant increase in traffic, drawing more potential clients from the international market.
• Business Growth: Novaphene experienced notable growth in business inquiries, leading to stronger engagement with their target audience.
• Enhanced Customer Satisfaction: The new brand identity and website design exceeded client expectations, providing a user-friendly experience that strengthened their market position.

Client Feedback

Novaphene was thrilled with the results, especially the new logo and visual branding. The seamless continuation of their brand across sub-brands and the fresh, engaging homepage design were standout features. The feedback was overwhelmingly positive, with the client expressing particular appreciation for how their new digital presence outshines that of their competitors.

Pharmaceutical Branding Services

Our approach to pharmaceutical branding services played a crucial role in this transformation. By understanding the nuances of Novaphene’s industry and leveraging our expertise in branding, we were able to create a brand identity and digital presence that not only stands out in the market but also resonates with large-scale pharmaceutical buyers and intermediaries.

Visual Transformation

The transformation of Novaphene’s brand and digital presence is best demonstrated through the “before” and “after” visuals. The stark contrast highlights the shift from a dated, uninspiring brand to one that is modern, vibrant, and ready to compete on a global stage.

Future Plans for Digital Presence

Following the success of this project, Novaphene has expressed interest in expanding their digital marketing & digital presence efforts with our team. Discussions are underway, with potential plans to kick off this next phase by November 2024.

Team Behind the Project’s Brand & Digital Presence

• Website UX: Sakshi Mathur, Anil Sharma & Ayush Mathur
• Website Design: Ayush Mathur
• Website Development: Ayush Mathur
• Lead Brand Designer: Kushagra
• Brand Designer: Ankit Sharma
• Branding Manager: Aditi
• Project Manager: Ayush Mathur