Reimagining a global blood products brand.

Our challenge and opportunity

Faced with inconsistent usage of Cerus’ brand across the company’s international markets, Cerus engaged Waterhouse Brands to update its corporate narrative and image.

A fresh, purpose-driven corporate story and visual identity were developed to help the company present and inspire as One Cerus.
What we did
Research, brand strategy and positioning

Visual identity and brand system

Corporate and product website design system

Brand launch support

Collateral templates

Video asset development

Brand imagery library

Cerus’ new brand centered around the concept of “Blood Matters,” reflecting the company’s core business and the impact of its leadership role in safeguarding the world’s blood supply. The company’s new logo was strategically crafted to convey the firm’s global leadership in blood.

Cerus Brand Mark
Cerus Logo
Cerus Business System

An extensive brand and messaging guide provided prescriptive guidance to Cerus marketers and their brand partners about consistently deploying the brand.

Cerus Brand Book

A suite of templatized promotional assets, including brochures, one-pagers and data sheets were developed to help power their efforts across the different Cerus products and regional efforts.

Cerus Collateral
Cerus Collateral
Cerus Data Sheet

An internal environmental graphics series helped educate the Cerus team about the key principles of the updated brand.

Corporate video celebrated the legacy and future promise for Cerus and its products.

Positioning and assets were created for Cerus’ new product INTERCEPT® Fibrinogen Complex.

Cerus Product Websites

A website component design system allowed Cerus to build its digital presence efficiently with product-specific and regional websites.

Cerus Corporate Website
Cerus Corporate Website
Cerus Website Design System
Reflecting on the launch of our new corporate brand, I wanted to thank Waterhouse Brands for creating a new look, feel, and narrative for Cerus that reflects our journey to-date and our future goals. I really love the new logo and materials and believe the whole company feels the same way.”
Obi Greenman
President and CEO, Cerus