Cenexi: A Brand Evolution

A research-driven positioning project for Cenexi focused on growing equity with a more memorable aesthetic and messaging aligned to market needs.

Not all CDMOs will be direct competitors, but there will inevitably be dozens making correlating claims. The challenge for any CDMO is how to optimize its chances firstly of being on the radar of companies seeking services, and consequently being in with a chance of being shortlisted and evaluated.

Brand Positioning

That’s Nice encourages companies to engage in a research-driven process, which enables positioning to marry audience-identified needs with the company’s strengths.

In a market of fine lines, we look to develop brands that are recognizable, memorable and relevant to the company strengths and personality, and messaging that resonates with the defined audience.

Research showed that Cenexi is recognized for technical expertise, an innovative approach and a level of scientific collaboration that supports strategic partnerships. This influenced the top line proposition, ‘Creating Innovative Partnerships’.

CDMOs face strong competition in a heavily regulated market where hundreds of companies provide similar services.

Visual Brand

Cenexi offers services across a broad range of dosage forms, but has a strong position in liquid sterile and lyophilized fill-finish, including oncology products. Key art was developed integrating photography of various dosage forms with technical line drawings that allude to the precision in the manufacturing process. 



Distinctive Color Palette

A broad color palette of vibrant colors serves as the backdrop and further contributes to a distinctive brand aesthetic aimed at focusing recognition on Cenexi’s services and differentiated capabilities.


Nigel Walker

Mr. Walker is the founder and managing director of That’s Nice LLC, a research-driven marketing agency with 20 years dedicated to life sciences. Nigel harnesses the strategic capabilities of Nice Insight, the research arm of That’s Nice, to help companies communicate science-based visions to grow their businesses. Mr. Walker earned a bachelor’s degree in graphic design with honors from London College of Communication, University of the Arts London, England.