Pfizer Greenstone

Featured Identity — Branding Advertising — Marketing Environmental Print Web

GREENSTONE — A Pfizer Company

GREENSTONE, a US-based company owned by Pfizer Inc., has been providing Authorized Generic versions of original brand-name drugs for more than 25 years. With a focus on affordability and access, GREENSTONE provides more than 75 different generics, covering a broad range of diseases.

When developing the brand for GREENSTONE, we knew that we’d be producing far more than print and web components, so an understanding of the brand in a physical, tactile sense was crucial. One of the first deliverables was going to be a complete and modular trade show exhibit system, so even in the earliest planning phases we drew inspiration from a blend of natural and industrial sources — the GREENSTONE identity was born in multidimensional thinking.

Our G monogram logo features a hexagonal form that became a central building block for our brand strategy and was carried through many components of the visual identity. The concept represents the dynamic, expansive nature of their generics portfolio as well as parallels their mission to more easily connect each patient to affordable medications. The hexagon is a polygon that we find endlessly inspiring — abundantly present in both science and nature, making appearances in some wonderful and interesting places in this world and beyond. The patterns, photo crops, grids, and physical meshes we created for the GREENSTONE brand each use this form in new and interesting ways.
While owned by Pfizer, Inc., GREENSTONE remains a company independent from the Pfizer brand, so our identity system and brand guidelines set forth with colors, typefaces, and graphic decisions that were full of new purpose and personality.
We created a full 30' x 30' booth configuration for GREENSTONE, shown above in elevation view. Since the system was bound for a global tour of various conventions and exhibition spaces, we designed a completely modular system that could be configured for their three primary booth dimensions. Smart thinking and purposeful design can make an important investment such as an exhibition system work more efficiently. Ink&Pixel also handled logistics and support for the GREENSTONE travel team to make sure freight and assembly needs were met and expectations exceeded.
One carefully-crafted design, three brilliant GREENSTONE spaces: our largest 30' x 30' configuration features semi-private interior meeting spaces and open meeting tables; then the system can break down and reconfigure several ways, down to the 30' x 10' — which uses the panels from the meeting room walls to form an eight-panel backdrop and space divider, allowing room for three conversation spaces. This is the kind of problem solving we love to work through and accomplish for our clients!
The giant custom imprinted rug not only made a big statement to define their space and attract visitors, but it was also manufactured in seamless sections that had the ability to rearrange for the three setups so nothing was compromised. Our clever thinking for GREENSTONE provided fantastic ROI as the booth traveled from show to show with greater success than ever imagined.
Interior environmental graphics installations for GREENSTONE's east coast corporate headquarters.
Digital components included interactive email marketing with hot links to animated videos, web banner advertisements, and web strategy, architecture, and design for a full catalog/database site that had to function for three primary audiences: distributors, practitioners, and customers.
Some of our branded print components for GREENSTONE included custom, multipurpose pocket folders, sell sheets, ads for trade publications, and direct mail campaigns.