One health, one website: the new bioiberica.com

Bioiberica is a global life sciences company based in Barcelona. Since 1975 it has developed active pharmaceutical ingredients and functional ingredients for the pharmaceutical, nutraceutical, veterinary, agricultural and animal nutrition sectors, with a pioneering circular economy model and an underlying idea: the health of people, animals and plants is one and the same. It is the world leader in heparin production, has more than a hundred products in its catalogue, exports to more than eighty countries and runs some forty R&D projects with research centres in a dozen countries.

In 2023 Bioiberica closed a new brand platform: a purpose, "for a healthier and safer world", the territory of one health and a verbal identity meant to sound positive, natural, empathetic, clear and assertive, far from the rigid tone of the category. The previous website told the company by business units and was not designed for that voice or for its audiences.

And the audiences are very different: pharmaceutical, nutraceutical and food companies looking for a partner to launch products or secure the supply of an ingredient; centres and companies looking for an R&D partner; professionals looking for a job; media needing material. Each of them had to find their own thing in a website that, in addition, had to explain well an identity, a catalogue across three health areas and an intense scientific activity, in two languages.

We started with the information architecture, following a model used by the major companies in the Pharma & Life Science sector: two navigations with different purposes. The main one tells the company in four entries: This is Bioiberica (purpose, business, sustainability, governance, history), Products (human, animal and plant health, and an A‑Z catalogue), Innovation (research areas, publications, patents) and Stories, a mosaic of news and content filterable by topic and format. The secondary one speaks to each audience: Partner With Us, Work With Us, Media and Contact. The drop-down menus carry a description in the brand's tone and related content, filtered by taxonomies, so that navigation invites you to keep going.

In design we brought the new identity into the digital environment, with one health as the visual thread of the whole website.

In development we built the platform and left it ready to publish stories, products and events autonomously.

And in content we wrote the website's narrative applying the verbal identity to every page, in Spanish and English, and worked with the business and R&D teams on the partnership discourse: what kind of partners Bioiberica is looking for, what it brings to each one and how a collaboration begins. That work did not end with the launch: from the Digital Bakers content team we are embedded in the communication flow of its health product innovations, to share them in a way that is understandable, interesting and suitable for every audience, sector professionals, partners and society.