Repositioning Luye Life Sciences for a global audience

17 May, 2019 Share socially

Luye Life Sciences Group is a full-range medical solution provider founded in China, comprised of three major business divisions: Luye Pharma, Luye Medical and Luye Investment.

With a strong vision and global presence, Luye is particularly well-placed to herald and lead a new wave of Chinese global brands. However, in order to realize their aspirations, Luye needed to redefine itself with a brand that could engage heads, hearts and hands.

FutureBrand were tasked with helping to differentiate Luye, whilst amplifying their existing strengths, in order to create a more emotive and expressive brand. Furthermore, to help them become one integrated team that is valuable to both doctors and patients, they needed to ensure that their portfolio could be understood as ‘one family with many faces’.

“Today is a very exciting and memorable day. With the help of FutureBrand, the new Luye Life Sciences brand is officially launched and has been widely welcomed and highly praised by Luye staff. This moment deserves our congratulations! The dedication and cooperation of the FutureBrand team is unforgettable. Their passion and creativity make it so enjoyable to work together. We are team, we are together.”
Liu Zhiye
PR and Brand VP, Luye Life Sciences Group, at Luye Life Sciences

Inspired by Luye's passion for innovation in technology, empathy for humanity and pride in being Chinese, we developed a core brand idea of ‘living technology for life’ that could deliver the strategic opportunity whilst staying true to their purpose.

A new brand architecture followed that strengthen's their core life sciences businesses, and this is witnessed by a new visual identity (including logo, typeface, colour palette and photography) that shifts Luye away from cold technology and towards delivering a stronger emotional link with their audiences.

See the work here.