Dabur Vatika
Indegene
Overview
Client
Indegene Ltd.
Scope
Brand Strategy, Brand Identity, Communication Strategy & Experience Design
Reframing a Service Provider as a Global Solution Partner
As a global digital-first life sciences commercialisation company, Indegene was rapidly expanding its capabilities, geographic footprint, and market influence. To support this growth, the organisation sought a brand transformation that could articulate its evolving value proposition with greater clarity, consistency, and impact. Lokusdesign partnered with Indegene to develop a cohesive brand strategy and experience framework that positioned the company as a trusted strategic partner at the intersection of healthcare, technology, and commercial innovation.
The Business Challenge
Indegene was growing rapidly across capabilities, geographies and life sciences markets. Its challenge was no longer simply to build awareness; it was to ensure that the value the market already experienced was reflected in the brand.
The visible brief was brand transformation. The hidden business brief was more fundamental: How could Indegene convert its expanding capabilities and strong customer value into a differentiated global brand, while making the brand significantly easier to manage and scale?
Conversations with global and Indian customers revealed a significant perception gap. Customers who had used Indegene’s products and services often perceived its capabilities more strongly than the brand communicated externally. Yet the market often saw Indegene as a service provider, rather than the global solution partner it was capable of being. The value existed; the brand was not capturing it.
At the same time, rapid growth had created an increasingly complex internal brand ecosystem. Too many sub-brands, brand properties, communication assets and interpretations had accumulated across service lines, markets and teams. With a growing number of people creating and managing brand assets, consistency became difficult to maintain. The result was a brand that could become weak, sporadic, and chaotic, increasing the effort required from the brand team and making every new market, offering or communication requirement harder to manage.
The business challenge therefore became:
Under-communicated Value + Fragmented Brand Architecture + Growing Brand Complexity → Lost Market Opportunity + Increasing Management Effort
The Transformation
Lokusdesign started by looking beyond the existing brand expression to understand the gap between what Indegene could deliver, what customers experienced, and what the market perceived.
We brought together business strategy, customer insight, competitive context, service capabilities and the existing brand ecosystem to identify the opportunity: move Indegene from a collection of services and specialist capabilities to a coherent global solution partner for life sciences.
The transformation addressed the brand at both ends; market perception and internal manageability.
We clarified the strategic proposition and developed a brand architecture that brought diverse offerings under a stronger master-brand logic. Instead of allowing every capability, initiative, or service to create its own identity, the system established clear relationships between the Indegene brand, its offerings and its communications.
The visual identity was refreshed to create a more distinctive and globally consistent expression. Messaging and communication frameworks translated Indegene’s depth of expertise into clearer business value, helping shift the conversation from what Indegene does to what it enables its customers.
The system was then extended across communication and experience touchpoints – creating a common foundation that could be used by different teams, markets and creators without repeatedly reinventing the brand.
Service Provider → Solution Partner
Fragmented Portfolio → Coherent Brand Architecture
Many Brand Creators → One Scalable System
Capability → Communicated Value → Market Perception
Business Impact
The transformation was grounded in two clear sources of evidence: what customers actually perceived and what the internal brand ecosystem was making difficult to manage.
Customer evidence → stronger market proposition
Discussions with global and Indian customers showed that people who had experienced Indegene’s products and services often perceived greater capability and value than Indegene’s external brand communication conveyed. This established a clear opportunity to reposition the company around its broader solution capability rather than its role as a service provider.
Portfolio evidence → reduced brand fragmentation
The proliferation of sub-brands, brand properties and assets had created increasing complexity as the business grew. A consolidated brand architecture established clearer relationships between the master brand, offerings and communications, reducing the need for every business or initiative to create its own brand logic.
Asset evidence → greater consistency and reuse
Multiple teams and creators were producing brand assets across markets and touchpoints. A unified identity and communication system replaced individual interpretation with common principles, structures and reusable assets – making the brand more consistent and easier to deploy.
Growth evidence → greater scalability
Indegene’s expanding capabilities and geographic footprint meant that the brand system had to accommodate growth without continually adding new layers of complexity. The new architecture created a stable master-brand foundation that could accommodate new offerings, markets, and communications without fragmenting the brand.
The resulting business logic was clear:
Customer Value Already Exists → Make It Visible → Simplify the Brand → Reduce Management Complexity → Enable Growth
Result
Indegene’s brand evolved from a fragmented collection of services, sub-brands and communications into a coherent global brand and business platform.
The transformation connected customer perception, business strategy, brand architecture, identity, communication and experience into one scalable system, making Indegene easier to understand externally and easier to manage internally.
