Novella ClinicalReferralGrown-1

PharmaLinkFHI (now Novella Clinical) was on the verge of major growth. They turned an internally branded division into a service offering and acquired a company in the UK to extend their global presence. Shortly after, they acquired two other companies to help fortify their offerings.

In the world of clinical research organizations (CRO), everyone focuses on the obvious: experience, capabilities, speed to market. Our client promises more. Individual attention, a collaborative approach and above all, helping their customers improve the human condition.

This needed to come front and center with their new brand.

Services We Delivered

Unique Value Proposition
Brand Architecture
Brand Guide + Identity Development
Employee Brand Alignment
Company + Product Naming
Merger + Acquisition Transition
Print + Digital Creative
Web Design + SEO
Trade Show + Event Marketing
Sales Collateral + Support
Media Planning + Placement

See the Site

After we developed their brand and unique value proposition (UVP) through our THIRST® process, we had a solid foundation to concept their new brand name. Based off of the concepts of emergence and achievement, we highlighted their innovative roots, their customer’s innovative spirit, as well as their ability to support, guide and affect.


“Rebranding a company after 10 years of success is a delicate proposition. R+M did a great job of guiding us through the process. With their leadership we have a brand that accurately communicates who we are and positions us for growth.”

Richard Staub, President, Novella Clinical


Beautiful photography focuses on one person, which more emotionally connects with their customers.

The facing Ls from the logo further emphasize our commitment to the end result of improving the human condition.

Emphasizing individual attention and unique focus, the navigation further differentiates them from the competitors.


“We selected R+M for our site redesign after a competitive review. Once again they demonstrated a thorough understanding of our business and delivered a site that rivals our competitors of any size.”

Jessica Cunningham, Senior Director, Marketing & Communication, Novella Clinical

Downloads and web inquires generated more than 15% of new revenue opportunities.


As a successfully rebranded CRO, Novella Clinical has retained the equity and customer base of the acquired brands and grown from 300 to nearly 900 employees. Novella has solidified their position in the marketplace as a leader. So much so they were acquired by Quintiles, in 2013. Operating as a stand-alone business unit, Novella has retained their brand equity, identity and operations.

Don’t Just Be Unique