Featured Project: Abbott One2One

Client Response:
Abbott's Pat Cepon, Manager of Commercial Development, said, "Tandem Design's greatest strengths are their follow-through skills and their ability to solve problems by bringing new, excellent ideas to the table."

Project Goals:
The project goal, to emphasize how this unique department within Abbott Laboratories works with other companies to develop and produce pharmaceutical products, remained consistent with the original campaign and was evident in the logo and product brochure developed by Tandem Design.

Project Challenges:
The target audience for this campaign was small biotech and pharmaceutical companies. The concern was that Abbott's Fortune 500 status might be intimidating and could prevent smaller companies from seeking their services. Tandem Design's challenge was to create a cohesive campaign that emphasized Abbott's ability to partner successfully with companies of any size. An additional campaign criterion was to educate the market as a whole on the concept of outsourcing the development and production stages of pharmaceutical products.

Project Results:
Tandem Design responded by creating the tag line "Connect for Success" to illustrate Abbott's ability for equal partnership. The main art element, a globe, represents the multiple steps required to produce and market a new drug while emphasizing Abbott's capabilities and experience.

The trade show booth was created with the "Connect for Success" globe as the prominent background image. Tandem Design chose to print the artwork on a transparent substrate and illuminate the image from the back, creating a very warm, glowing image. The result was that the trade show exhibit intentionally had a less corporate feel and was more inviting for Abbott's new, smaller customers.