Brand Evolution
About
Following the acquisition of PCG Clinical Services, I led two rebranding projects that supported the growth and positioning of LINK Medical in a highly competitive CRO market. I led the branding and marketing efforts from brand creation, market research, planning, and execution.
2019
LINK Medical acquired PCG Clinical Services. I led the rebrand and communication efforts to strengthen LINK Medical's position in Scandinavia.
The new brand unified two strong organisations and clarified their shared purpose in clinical research. It brought structure and story into alignment.
Central to the project was a clear site architecture that organised CRO services around the clinical stages of the client journey, making a complex offering intuitive and accessible.
The full scope
The rebranding included the development of new brand guidelines, providing a clear direction aligned with business goals and supporting the creation of a new website and sales materials.
2020
Pandemic solution with digital booths at major tradeshows like NLS Days
2022
NLS days with the new brand
I led the planning, design, & production of all branded booth and marketing materials.
Expert group at the fireside chat
Coordinated the NLS Days fireside chat with the LINK Medical expert group.
2023
Refining the new brand
I led the strategic brand repositioning of LINK Medical together with executive leadership and an external agency. The new brand positioned the company as a leading CRO for pharma and medtech, with regulatory expertise established as the foundation of success and the company’s key differentiator. This strengthened regulatory position supported a full-scope CRO offering, combining mid-sized agility with global-level expertise. The modern, sleek visual identity was implemented across presentations, social media, and trade shows.
YouTube and webinars
Throughout my tenure at LINK Medical, branding and positioning were strengthened through strategic webinars, articles, press releases, informational videos, and a strong social media presence. I led and managed all live events and webinars, overseeing the planning, creation, execution, and promotion of marketing activities, including the development of all supporting media.
Live events that became a classic
The Glögg Mingle started in the PCG era and continued after the acquisition, becoming a much-anticipated annual event in Sweden and later in Denmark and Norway. It brought the industry together in a relaxed setting, combining meaningful networking with high-value knowledge sessions led by our experts.
