Forging a meaningful new brand
from two trans-Atlantic clinical trial CROs


After 30+ years of growth, CATO-SMS, a US-based clinical trials CRO (contract research organization), needed a completely new brand reflecting their recent strategic acquisitions—most notably, their EU counterpart, Pharm-Olam. How should they update their name and brand to reflect their new global offerings while juggling the priorities of diverse stakeholders?


CG Life researched and executed a comprehensive brand strategy to understand their corporate cultures, capabilities, and markets. We aligned on their central focus: being a purpose-built partner for mid-sized biopharma companies with big ideas. Then we went to work creating a new name, identity, and marketing campaign, empowering the newly branded Allucent to tell one brand story at all levels of communication.

The name is based on the Latin word Alluceo, meaning shining a light upon something. The logo mark has a hanging lamp shape inside the letter A to reinforce the meaning.

Brand Guidelines

Stationery & Promotional Materials

Brand Campaign Design

Website Design


Timelines were short, but CG Life didn’t miss a beat, launching the new brand identity for the merged organizations with a compelling new strategic and creative vision. The company continues to expand its services with novel capabilities, new therapeutics areas, and geographies, communicating its progress using the brand strategy we developed.

Increase in organic web traffic

Branded keyword searches up from 330 per month


2022 Marcom Awards – Gold
Print Media, Identity Suite

2022 Marcom Awards – Gold
Print Media, Logo

“The CG Life team did an awesome job…really great collaboration. The level of service that CG Life offered was unlike any agency I have ever worked with. Even though we had impossible time constraints, CG Life was so professional throughout the entire project.”

Patty Collinsworth
Former Director, Marketing