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The generic medicines industry is undergoing significant change. The introduction of a new category of medicines – biosimilars – was the catalyst for the GMiA to rename and rebrand to ensure that the industry association remained relevant to members and other stakeholders.

Leo Creative was engaged by the GMiA to undertake competitor research, facilitate workshops to define the brand and assess the need for a name change. Following the development of a long-list of names the organisation elected to change its name to the Generic and Biosimilar Medicines Association.

Leo Creative designed the new brand identity, guidelines and assisted with the launch of the new brand with a new website and core stationery items.