Biotech Poster Series for Big Pharma
Big Pharma gets a poster series for a New Year’s Reception.
Website project overview
They have big numbers:
And big pharmas need big communications teams because there’s a ton of information to manage.
So, naturally, that leads to big budgets…right?
Not necessarily. Some big pharmas prefer to keep things lean. Their small in-house comms team relies on agencies or freelancers to bang out the bulk of their projects.
So, what happens when a biopharma’s lean approach needs something unplanned and in a hurry? Or feels the brand is getting a bit repetitive? Who’s around to take the ball and run with it?
That’s exactly what happened when Sunovion reached out to Robbie Moore. They needed someone who could bring clarity and innovation to their biotech poster series – while working independently (they didn’t have the bandwidth for supervision) and on a tight budget, both in terms of hours and turnaround.
Every big biotech wants an attractive corporate culture. And an important part of building that culture is projecting innovation and excitement.
In order to make some headway with their corporate culture, the decision was made to try something new: a poster series to build excitement around a reception for a visiting board member. They’d used the company intranet to promote similar events in the past, but wanted more employee engagement. And since this was a new idea, the investment was limited in terms of time and money.
The challenge: there was no one in-house to design the posters. On top of that, the in-house project manager didn’t have time to chat about the project. But they did want it to be exciting and possibly be the seed for rejuvenating the brand.
Turns out, the biotech poster series was the perfect opportunity for exploration. Posters are simple like billboards. They consist of a few words, one dominant image and a logo. The posters provided the ultimate challenge: distill a big pharma brand down to its bare essentials and then infuse drama and energy.
The solution reimagines the logo as the focal point of renewal and celebration. The logo was deconstructed and reassembled with colorful gradients into an abstract “bloom.” The motif can be interpreted as either a colorful blossom or exploding fireworks. Either way, the colorful reinterpretation of the logo infuses drama and energy.
In addition, the faint background swoosh seen in each of the posters is taken from the seven swooshes found within the logo. The background swoosh adds energy, flow, and a layer of expression while reinforcing a visual connection to the brand.
The solution reimagines the logo as the focal point of renewal and celebration. The logo was deconstructed and reassembled with colorful gradients. The motif can be interpreted as either a colorful blossom or exploding fireworks.
Vivid colors interrupt and excite, and the bold use of color was intentional. The bright, vibrant colors in the biotech posters attract the eye and command attention. And by changing the dominant color from poster to poster, the employees are both surprised and reminded of the upcoming event.
Since this was an internal facing announcement, employees recognized the bloom’s visual connection to the logo. It was a “visual shortcode” specifically intended for insiders that announced the annual event, but in a new, unexpected and beautiful way.