The project that transforms the European Monitoring Centre of Drugs into a full-fledged service European Agency

21 Jan

Written By Carl De Gussem

European Union Drugs Agency (EUDA)

A revitalised identity / New mandate, renewed mission.

Missions

Complete rebranding - Brand Strategy - Brand Identity - Team motivation and coaching - Brand Language - Copywriting

Agency UBIK
2023-2024

“Transforming this European Agency pushed me out of my comfort zone: strategy, training, copywriting...
Thanks to its management and in-house team, EUDA demonstrates that you can do institutional work with soul, fun and inventiveness. EUDA is about saving lives. It’s an honour to be part of this venture.”

The briefing

Based in Lisbon since 1995, the European Monitoring Centre for Drugs and Drug Addiction (EMCDDA) is one of the European Union's decentralised agencies. The EMCDDA's mission is to provide the European Union and its Member States with an overview of drug problems in Europe and a solid database.

In 2024, a new mandate 'opens up' the agency's capacities to position itself much more dynamically, broadening its services' scope, and addressing different audiences (including field specialists, for example). We had to design a new, more directly identifiable identity, and transform an 'Observatory' into a forward-looking 'Agency'.

The approach

A multi-phase assignment. A fundamental repositioning exercise carried out with the in-house teams (a core team of 15 people, via workshops, with the very positive participation of management), led to the formulation of a new mission for the Agency, a new brand language universe, and the definition of a renewed brand personality.

The strategy facilitated the change of name to a clearer one (and a less obscure acronym!) - EUDA - European Union Drugs Agency and enriched the briefing for the bold new logo in a world that is often very conventional.

A brand signature "Acting today, anticipating tomorrow", encapsulates the EUDA's programme and ambition. And a Brand Manifesto provides a narrative support for the transformation.

A second phase of work focuses on the EUDA staff (110 people, but in a major hiring phase) so that the brand culture can evolve. “Brand Sessions", open to all staff, including scientists, technicians, support and communications staff, enabled everyone to take ownership of the changes underway. The strategic management of EUDA is one of the best cases in my career.