Farmad is the number one IT partner of Belgian pharmacists for running a successful modern pharmacy. Farmad’s IT solutions support the pharmacist in his daily management (Twin), patient and pharmaceutical care (Care Guide) and business optimization (Curavision). We guided Farmad through a renewed strategy. We set up both a customer survey and a motivation survey among its own employees. This allowed us to optimally align the brand identity and brand image and adjust the strategy. In a workshop we took a close look at the brand architecture.