It has been a year since we launched our new strategy and began to transform ALK into a more broad-based allergy company. A key part of that strategy is expanding ALK’s relevance beyond our traditional AIT heartland, into the wider allergy segment, by offering much more support, information and products to help than we have had before.

This has seen the creation of an ALK consumer care division which uses the brand name www.klarify.me, and offers products and services that span the patient experience – from allergy avoidance, to self-medication and beyond.

Alongside this work, a team has been working to update our corporate brand, to ensure that it reflects not just our long history of allergy expertise, but also our future as a company that is much more present in the daily lives of people living with allergy. Our new corporate tagline – allergy solutions for life – is the result of this creative process, and reflects testing and feedback from key stakeholders both inside and outside the company.

ALK’s President and CEO, Carsten Hellmann, says: “For me, ‘Allergy solutions for life’ distils our past, our future, and our goal of helping as many people as possible, into a single, easy to understand statement. We want to make life surprisingly simple for people with allergy, we want to build lifelong relationships with them, and we want them to know that we are working every day, to bring them products and services that improve their quality of life – and if needed treat their illness. This new tagline sums up that collective aspiration perfectly.”

The tagline is part of a general refresh for our corporate brand, which both updates it for the future and aligns it more closely with the Lighthouse strategy. The new tagline is supported by a range of other branding materials, including guidelines, typefaces, an image library and various standard texts.