The carve-out process of Qiagen’s animal health business was nearing its close, with the new owners needing to create a new, independent company in time for a seamless transition. The new company should reflect the unique characteristics of the Qiagen division, while building a strong brand that gives confidence to both existing employees and customers – providing a platform for ambitious international growth. The project began by identifying the tangible and intangible assets that made the company unique. The desired future positioning was defined, which was then used to craft a strong Mission that resonated with the team and matched the priorities of customers. A new visual identity design reflected the character of the new company, combining a minimalist graphic system with a color palette that stands out in their crowded industry. The result was a progressive market entrant that was still true to the Qiagen heritage. Sales and marketing tools, including a website, presentations, and other materials were developed to launch the new company with a bold presence.