American Regent

How does a new story and energized visual language help to activate the business for a respected pharmaceuticals giant?


Bringing a new sense of agility and dynamism to a generic pharmaceuticals legacy

Formerly Luitpold Pharmaceuticals, the generic pharmaceuticals and injectables manufacturer American Regent tasked us with re-energizing what was a behind-the-scenes brand. With an understanding of the company culture of care for both their customers and production quality, we created a new brand narrative, visual identity system and digital presence that leveraged the story of their entirely US-based business model. Imbuing their new brand identity with the colors and character of their namesake, we repositioned American Regent as redefining a higher standard for responsiveness and product reliability. With the ambitions to become one of the top generics companies in the world, Sequel was asked to reinvigorate the new brand and re-establish a strong marketplace presence. The notion that their existing customer base thought highly of their product quality as well as their roots as a US-based company provided an opportunity to both leverage the positive brand associations and showcase a new visual narrative.


  • Brand Development
  • Mobile & Web
  • Marketing & Sales Enablement
  • Branded Environments