In this article: why USP Solutions rebranded in 2024 and what the new positioning means for our clients in CPG, beauty and pharma.
In early 2024 we relaunched USP Solutions with a new visual identity, a sharpened narrative and a single, clearly stated specialism: demo creation. After more than two decades of work behind the scenes for global beauty, home care, food and pharmaceutical brands, we wanted our market presence to match what our clients have been telling us for years — that demo creation is its own discipline, not an extension of advertising or product design.
What changed
The new identity centres on the word proof. Our updated logo, colour system and typography are designed to feel scientific without feeling clinical, and to read clearly on retail materials, training videos and digital touchpoints alike. The new website, blog and demo library make it easier for R&D, marketing and trade teams to find inspiration and case studies relevant to their category.
What stays the same
Our team, our manufacturing partnerships in Austria and our end-to-end approach — from feasibility study to global rollout — are unchanged. Clients who have worked with us on phygital demos, indicator cards, sensory test kits and validated demo videos will recognise the same engineering rigour and the same commitment to claim substantiation.
Why the repositioning matters
Demo creation has historically been treated as a tactical activity inside larger campaigns. We believe it deserves its own seat at the table, with its own process, KPIs and partner ecosystem. Our 2024 relaunch is a public commitment to that point of view. To see how that thinking plays out in practice, browse our demo library or read our follow-up press release on redefining demo creation expertise.