Challenge
Turn a quiet giant into a story people want to share
For two centuries, the U.S. Pharmacopeial Convention (USP) has quietly shaped public health.
Its standards and scientific expertise underpin the quality of medicines and foods in over 140 countries.
But when it came time to celebrate that history, and point toward the future, USP faced a communication challenge:
They needed to forge partnerships, inspire delegates and organization leaders to become avid drivers of USP initiatives, and give employees a code they could proudly live by.
The mission was powerful.
The science was unimpeachable.
The problem?
The story hadn’t been told in a way that moved people.
Solution
Bring the past, present, and purpose together in one beautiful book
USP turned to Echo to help tell that story clearly, credibly, and compellingly.
Together, we created a book that captured:
The organization’s deep legacy of public service
Its relevance in the modern global health landscape
The values that connect its people and partners across time zones and disciplines.
Through interviews, research, and thoughtful narrative development, we helped USP distill complex science into a message that resonated.
The book was a proof point: USP had not only built a better future, it could finally explain how.
Result
A credible, compelling invitation to join the mission
USP’s book now acts as a cultural and strategic asset.
It serves as a:
- tool for deepening international partnerships
- statement of identity for delegates and decision-makers
- shared source of pride and purpose for employees around the world
The organization didn’t need to invent a new story.
They needed to refine and share the one they’d been living all along.
Bonus: in the end, we told the story both in book form and through an online timeline highlighting the consistent benefits the Pharmacopeia has brought to public health around the world.USP’s book now acts as a cultural and strategic asset.
One more cool thing...
Proof points that work across borders
USP’s influence spans continents and audiences.
So every story, quote, and visual in the book was crafted to speak fluently to scientists, regulators, public health leaders, and internal teams alike.
The result?
One artifact. Many audiences. No loss of clarity.
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