GlaxoSmithKline (GSK)
Brand Identity System | Brand Style Guide | HCP and Patient Brochures & Flashcards
Science-led global healthcare company with a special purpose:
To help people do more, feel better, and live longer.
To help people do more, feel better, and live longer.
GSK is the world's sixth largest multinational pharmaceutical company. They research, develop and manufacture innovative medicines, vaccines and consumer healthcare products.
After the success of our new brand identity for ViiVConnect, the client recommended me to their parent company GSK, to create a branding system for their Specialty Biologics Access & Reimbursement (A&R) business. This includes NUCALA and BENLYTA brands.
Shown below are pages from the brand style guide, sample layouts, branding system applied to actual NUCALA and BENLYSTA pieces, as well as initial look and feel explorations presented to GSK.
GSK Specialty Biologics – Access & Reimbursement Branding System
Our goal was to develop a distinct identity with branded elements that can be shared across both NUCALA and BENLYSTA, and applied to all GSK Specialty Biologics A&R materials. The system was meant to have its own specific style that works with the individual brands.
I created several look and feel options, each comprised of layout and composition treatments, color usage, typography, graphic elements, as well as treatments for callout copy and brand icons. I then presented the branding systems to the client, along with suggested typefaces.
Chosen Watercolor Theme
After revising and narrowing down, we ultimately landed on the organic watercolor theme for a more human element to contrast and stand out in the market. The system's main features include a horizontal watercolor graphic at top for immediate brand recognition, brushstroke treatment to frame and anchor headlines, a painterly circular graphic to house brand icons, and color and typography specific to each sub-brand.
We felt the design offered a unique look in the A&R space, trading the traditional clinical look for one that is more organic with graphic elements that feature human-made brushstrokes and soft shapes.
I finalized the project with a style sheet (shown above and below) to help guide the design team in their creation of future Specialty Biologics A&R materials.
. . .
Applied Branding: Various Access & Reimbursement Materials
Shown below are examples of the branding system applied to NUCALA and BENLYSTA pieces. These projects were directed by my style guide and laid out by the Access & Reimbursement design team. See below for additional info.
Print version of Gateway to NUCALA Brochure.
(Above) front and back covers. (Below) inside spreads.
(Above) front and back covers. (Below) inside spreads.
. . .
Gateway to BENLYSTA Flashcard front and back.
. . .
Digital version of Gateway to NUCALA Brochure. Select pages shown above and below.
. . .
Gateway to NUCALA Flashcard front and back.
. . .
Branding Development – Design Exploration
Prior to choosing the final watercolor theme designs shown above, we explored several other design systems and presented them to the client. Shown below are some additional concepts and an early stage of the watercolor theme.
. . .
. . .
. . .
. . .
