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Chiesi continues cultural transformation with new visual identity that mirrors patients’ language and experiences

Date: 22/03/2021
  • New visual identity is the first public manifestation of Chiesi Group’s continued transformation as a B Corp certified business
  • Patients’ experiences and perception of Chiesi at the heart of the new corporate identity


Parma (Italy), March 22, 2021 – Chiesi, the international research-focused pharmaceuticals and healthcare Group (Chiesi Group), has unveiled a new visual identity that is deeply inspired by its patients, how they see the company, and live with its products. The announcement marks the next step in the ongoing effort to create a corporate culture that is truly empathetic towards patients and aligned with the highest ethical and sustainability standards that Chiesi adheres to as a certified B Corp.


As part of this process, Chiesi Group pursued a novel approach of establishing an intimate dialogue with patients, their families, and caregivers to hear about real life experiences in the daily management of their pathology.


Empathy-led approach builds on Chiesi Group’s high ethical standards as the world’s largest B Corp certified pharmaceutical company.


The output provided Chiesi Group with a unique insight into patients’ perceptions of their condition, creating an emotional foundation that allowed to develop the new visual identity in a series of workshops that included employees across all ranks, backgrounds and geographic locations.


“Our new visual identity – and our approach to developing it – is the first public manifestation of our patients-first culture as a family-owned and B Corp-certified business,” said, Alberto Chiesi President of Chiesi Group. “We want to ensure that empathy is at the core of everything we do. Everyone at Chiesi needs to truly understand our patients’ needs and the experiences they make in managing chronic and rare conditions – day in, day out. What we have learned in this process is invaluable. We will continue to foster an active dialogue between our patients, employees, and the healthcare providers, with the objective to jointly improve the quality of human life in a socially and environmentally responsible manner.”


“This is a standout moment for Chiesi, which is forging a unique approach for the pharmaceutical industry,” added Martin Lindstrom, brand & culture transformation expert and founder of Lindstrom Company, who supported Chiesi Group in the creation process. “The rebranding truly demonstrates a commitment to its patients by speaking to them using their own language. This highlights Chiesi’s focus on empathy and authenticity, both of which are much-needed in the industry.”


As part of the new visual identity, Chiesi Group is streamlining its brand architecture based on the three areas Air, Rare, and Care. Alongside a new colour scheme, the names of the therapeutic areas are inspired by the non-medical language patients use. The simplified terminology improves accessibility to and understanding of Chiesi Group’s offering:

  • Air stands for products and services that promote respiration, from new-born to adult populations.
  • Rare focuses on the treatment of patients with rare and ultra-rare diseases.
  • Care combines products and services that support special care provided by medical professionals and consumer-facing self-care.


“The launch of our new visual identity is the starting point of many more changes that will gradually be introduced to implement a truly empathy-led patient approach,” said Ugo Di Francesco, CEO of Chiesi Group. “Our objective is to make the lives of our patients and their healthcare providers easier and more convenient. To achieve this, Chiesi employees across the company are working on many projects such as artificial intelligence applications that aid patients with the dosage of their medication or new packaging that is instantly recognisable by colour blind patients.”


In addition, Chiesi Group is continuing its course towards becoming a fully sustainable business.  One area of particular focus is tackling climate change and the company will present new climate targets with the release of its 2020 Sustainability Report in early June.



About Chiesi Group


Based in Parma, Italy, Chiesi is an international research-focused pharmaceuticals and healthcare group with over 85 years’ experience, operating in 30 countries with more than 6,000 employees (Chiesi Group). To achieve its mission of improving people’s quality of life by acting responsibly towards society and the environment, the Group researches, develops and markets innovative therapeutic solutions in its three focus areas: AIR (products and services that promote respiration, from new-born to adult populations), RARE (treatment for patients with rare and ultra-rare diseases) and CARE (products and services that support specialty care and consumer-facing self-care). The Group’s Research and Development centre is based in Parma and works alongside 6 other important research and development hubs in France, the U.S., Canada, China, the UK, and Sweden to pursue its pre-clinical, clinical, and regulatory programmes. In 2018 Chiesi has changed its legal status to a Benefit Corporation, according to the law in Italy, USA and, more recently, in France, by incorporating common benefit objectives into its bylaws, to generate value for its business, for the society and the environment. Since 2019, Chiesi has been the world’s largest B Corp certified pharmaceutical group. B Corps are global leaders convinced to leverage business as a force for good. Moreover, as a Benefit Corporation, Chiesi Farmaceutici S.p.A. is required by law to report annually in a transparent way about its progress in achieving the common benefits objectives it has set forward. The Group is committed to becoming carbon neutral by the end of 2035.


Contacts for the press:


Chiesi Group

Alessio Pappagallo

Global Communication Manager

Tel: +39 339 5897483

Email: a.pappagallo@chiesi.com



Jan Hromadko

Tel: +32 474 982 690

Email: jan.hromadko@teneo.com