Naming and personality — Following the dictates of good branding, a name must mirror certain attributes. People might have a name that does not really fit their personality, but this is something brands cannot afford. We worked in parallel on a new name for the magazine (formerly known as Uriactual), as well as a new editorial line ( which used to be based on based on vertical and one-way communication) We chose a name related to both the world of pharmaceuticals and journalism. A capsule is a pill, but it is also a small block of information. The technological imagery also struck us as interesting, since for almost two centuries now Uriach as a company has also been a cut above the rest on account of its scientific innovation. A capsule can also be a spaceship. Or a time-travel machine. All of these cases stand for progress and future.
The magazine’s new personality is also modern. It shuns institutional declarations and corporate spiel and focuses on one of Uriach’s greatest assets: the conviction that a great group of people are the core of a great company. And they all share the limelight in The Capsule.