Redefining an ambitious health brand
GSK has always been a health care business in motion. After first evolving into GlaxoSmithKline 20 years ago, a demerger that began in 2020 meant a move away from consumer healthcare for the company and a renewed focus on biopharma. We partnered with GSK to bring to life the brand’s renewed purpose, strategy, voice and culture. With a new identity, GSK could visualise its commitment to innovation in biopharma and new ambitions for its people, patients, and shareholders.
Powered by life
Inspired by GSK’s new brand purpose, Get ahead of disease together, we developed an identity that’s adaptable, forward-facing and rooted in striking bioscientific imagery. The dynamic new GSK logo, called the ‘signal’, is designed to always point ahead. The system as a whole features curved forms that evoke the adaptable human immune system. Reflecting the ceaseless movement of biological life, the identity system can flex and move across digital, social, and physical environments, helping to engage audiences everywhere.
A launch to unite
The new branding launched in June 2022. United by one shared purpose, strategy, culture and identity, the new brand is helping GSK open up opportunities for all as they reimagine their ambition. “This has been a landmark year…My own favourite highlights are too many to list, but definitely include that week in June when we launched our new GSK,” said Emma Walmsley, CEO. “The power of seeing our amazing people around the world celebrating what we’ve achieved and looking to the future together with pride, ambition and humanity, that’s going to stay with me for a long, long time.”
F37 Foundry / Massive Music / SR Partners / Impact XM / Praxis / Neverbland / Santi Zoraidez / Jonas Mossesson, Illustrator / Nick Eagle, Photographer / Olivier Hess, Photographer / Paul Underwood, Art Director / Meg Lawrence, Producer / Yat Fung Leung, Creative Partner / Douglas Bowder, Motion / Tom Carey, Senior Creative Director / Emma Barrett, Global ECD / Jessica Bigio, Head of Engagement Management / David Stevens, Executive Strategy Director / Matthew Haysom, Associate Creative Director / Elin Morris, Engagement Director / Etienne Godiard, Senior Motion Designer / Gareth Morgan, Associate Creative Director
What We Did
Brand Strategy, Brand Architecture, Visual Identity, Verbal Identity, Employer Brand, Culture Strategy & EVP, Physical Environments, Digital Experience
social mentions of the launch in first month
positive sentiment on socials post-launch