Branding and collateral

The branding and collateral we developed come across as strong and confident, and at the same time benefit from a warm and softened-down approach that makes it irresistible to audiences.

Background

The Chemicals & Consumables Project (CCP), which links to our client’s Growth through Innovation initiative, was launched to review, standardise and rationalise the chemicals and consumables AstraZeneca buys to improve operational efficiency and simplify ways of working.

Our client’s view is that having a standard offering for chemicals and consumables would help streamline processes, ultimately releasing resources to continue investing in science, and make possible the delivery of more life-changing medicines to more patients.

Challenge

To create a strong identity that would help drive the project team’s efforts as they reached out to other teams for co-operation in the ambitious initiative.

Solution

The new branding and collateral design we developed come across as strong and confident, and at the same time benefit from a warm and softened-down approach that makes it irresistible to the audience.

After presenting a series of options, our client chose a brand design that relies on colour, the concept of science, and being human.

By choosing the shape of a heart, and hinting at the shape of a leaf, the visuals contrast with the gravitas of the message being communicated.

As part of the branding and collateral project, we designed a PowerPoint template that is fresh and engaging. Opening and closing dividers using the logo at different angles add movement and dynamism to the presentation, helping keep audiences engaged throughout.

We also produced an explainer infographic that perfectly summarises the aim and impact of the project, with a clear and simple layout that leans on the use of colour, icons and engaging copy to get the audience’s buy-in.