Akrikhin is the first pharmaceutical plant in Russia, which began its history in 1936. Over the years, the enterprise has transformed into a leading company that introduces innovations not only in the field of medications but also in the methods of building an effective team. The brand turned to us to update its HR strategy, as it was necessary to convey modern values to current and future employees.
scope of work
— brand strategy
— brand core
— brand identity
— brand guideline
branch
— health
task
The existing EVP and the previous employer brand, “Akrikhin,” were developed in 2018. Since then, the global context has changed significantly: Covid‑19, geopolitical and economic changes. This has had a significant impact on people’s preferences when choosing an employer. At the same time, trends in design and technology have changed — the brand’s visual concept needed to be updated to be modern and relevant, including for a younger audience.
The 4 strengths of the HR brand
Based on the results of our strategic research, we realized that the main advantage of “Akrikhin” is the great opportunities for development within the company. However, employees know little about them due to the underdeveloped communication in the HR area. To make the new HR brand idea clear and well‑founded, we broke it down into four “Akrikhin” attraction forces. Each of them reflects an opportunity that is important for employees.
The idea of an HR brand
Akrikhin is a large, growing system of professionals where everyone’s knowledge, roles, and experience are interconnected. It’s not “every man for himself”: the team finds the best solutions together, achieves strong results, and advances a cause that is meaningful to society. This becomes possible thanks to the company’s opportunities, which attract industry talent.
the galaxy of possibilities
At the core of the design concept, we retained the metaphor of the galaxy, which had already been used in the internal communications of “Akrikhin”. This allowed us to preserve the continuity of the image that was already familiar and beloved by the internal team. However, to take the HR direction to a new level and synchronize it with the main brand, we explored the theme of space through a modern visual language. We added richness, depth, digital aesthetics, and a sense of breadth. As a result, the metaphor familiar to employees turned into a unified visual world of the HR brand.
working with the younger generation
Akrikhin actively engages with students and young professionals, helping them get acquainted with the pharmaceutical industry. Therefore, we have expanded the employer brand identity and designed separate touchpoints for the student audience. At the same time, the student‑focused area remains part of the unified visual system of Akrikhin.
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