There is a lot of “sameness” in the pharmaceutical industry. The classic senior patient standing on the beach, Grey’s Anatomy-style doctors, and little room for differentiation. With a change in leadership and ownership, Apotex is entering a new era, shifting from a traditional healthcare brand to a modern one. The idea and messaging behind “A Force For Health” are rooted in the company’s journey, culture, and determination to stand out. The visual identity that supports this strategy is amplified through an expanded grid system, bold typography, a vibrant custom colour palette, and striking, focused momentum imagery - creating a powerful visual presence.