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Case Study: Certara

How Certara transformed its brand to lead the future of drug development

Certara logo large black

Certara (Boston, MA) was formed by merging informatics pioneers like Tripos and Pharsight. But years of disunited product growth, including platforms like Simcyp™, Phoenix™, and D360™, left the brand fragmented. With pharma and biotech customers unsure of the big picture, Certara turned to UP to unify their identity, clarify their story, and drive demand.

Location

USA

Sector

Life science

Service

Branding, Website Design and Development, Content Creation, SEO

The business and brand problem

Certara’s goal was bold: attract more biotech and pharma clients with a unified story. Years of innovation had created brilliant tools, but not a brand that reflected the total value of Certara’s science.

They needed strategic branding, a persona-driven website, and clear positioning that pharma and biotech decision-makers could act on. UP was chosen for our ability to combine domain fluency in life sciences with deep experience in branding, storytelling, and web development.

From fragmented to fluid

We redesigned the Certara logo to reflect the transformation they promise in drug development: clarity, flow, and forward motion.

certara-logo-evolution

To harmonize with Certaras’s new visual identity and provide greater flexibility, we now exclusively use single color marques away from the previous two colour marques.
We also updated the companies disparate software logos to better align them with the new brand family.
certara-diagram

Certara needed a single graphic for the website to demonstrate their capabilities across the full breadth of the drug development journey. The graphic needed to indicate each of their solutions and how they fit in the journey, so it was clear to their audience they could also offer a fully integrated set of services.

From ‘All About Certara’ to ‘All About You’

To reflect Certara’s client-centric mindset, we defined core personas and tailored site content to the decision-making journeys of pharma, biotech, and CRO customers.

certara personas
certara pharma persona

Unified identity, unique impact

We created a visual language, not just logos and colours, but a story. The new identity brought energy, distinctiveness, and scientific credibility to a space crowded with generic design.

visual showing the patterns in the suite
prop-&-identity

A unified brand proposition and identity

The Certara image morphology and story gave them a completely unique identity that added excitement, comprehension and recognisability in an otherwise me-too sector.

We then created website designs to fulfil the interests of every persona and business sector. 

The result is a Certara brand and website that is united in its purpose to express its excellence in transforming drug development for good.

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The more complex the challenge, the better

At UP, our focus is on developing brands and communications for clients with sophisticated goods, services, messages, markets and ideas. If you have a complex business with a complex challenge, get in touch with our team to explore how we can help.

  • For brands that turn heads
  • For websites that convert visitors to loyal customers
  • Tailored strategies with unmatched results 

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