A Healthier Future

What Rebranding, UX, campaign

Where AM/Stereo Associates

How Creative direction, art direction


Sai Life Sciences’ vision is to support their innovator partners in bringing 25 new medicines to life by 2025. An ambitious goal, and with several new plants opening in India, the US and the UK, they required a brand that mirrored those aspirations. It’s been a long journey, that started with redefining their brand narrative in 2016. Two photoshoots and a brand manual later, it Sai finally launched their new identity and website (created together with AAFF) in 2019. The new design retains the old logo symbol but features a typography from Klim Type, new colours, fifth elements as well as a friendly photography style.

With over 50 unique services offered it was a massive task to create the content for the new site, making sure that every area and staff function was covered by photographer Ture Andersen. Working in 40 degree Indian heat with full safety gear was a challenge. See the results at sailife.com – built to massively increase the amount of leads generated, without coming across as intrusive for the user. This was accomplished using a clever form that allows multiple choice queries.

Somehow the collaboration also resulted in Sai getting their own animated mascot, onboarding materials, infographic style as well as interior concepts for some of the world’s largest tradefairs. The experience of meeting the new Sai Life Sciences is befitting one of the country’s most successful companies in drug discovery and development.