Pharmaceutical Company Campaign

Driving awareness about a company’s values in a meaningful and accessible way.

Client Background

This large pharmaceutical company (Company A)* made miraculous strides during the COVID-19 pandemic, not only as a technical feat, but as a result of an employee culture focused on speed, hard work, and not being afraid to make mistakes. Although the COVID-19 crisis is over, this company was looking to harness the power of this culture and bring it to both new and experienced leaders, moving into the future.

The client wants to inform and establish a new cultural identity across all levels of the company from the top down.

*CLIENT NAME CANNOT BE DISCLOSED

TEAM

Grace Ok, Jenna Young, Doug Cooper, & Myself

TOOLS

Adobe InDesign, Figma, Adobe Illustrator, Microsoft PowerPoint

TIMELINE

June 2023 (2 Weeks)

My Role

As a graphic designer, I…

IDEATED

Ideated initial concepts through brainstorming with my partner and digital drawing to align with existing assets.


SYNTHESIZED

Synthesized concepts into a cohesive design system, using typographic and illustrative interfaces.

PRESENTED

Presented the final work to my team and the wider team at C3 to receive feedback and handoff to the client.

Problem Statement

How might we drive awareness about the Actionable Attitudes to best reach employees at every level of the company?

We created a high fidelity mockup of a campaign, highlighting the 6 Actionable Attitudes in a series of mediums including a poster, card, and video series.

Solution

Working in a small team, we designed a series of products and assets as apart of a visual campaign within Company A’s existing identity, while implementing a fresh look to compliment the 6 Actionable Attitudes. I worked in tandem with my fellow intern to come up with an initial visual style, and then with them and my supervisors to build out a poster series, collectable cards, digital billboards, video series, zoom background, and finally the proposal slide deck.

Initial Development

Before the project reached our hands, extensive quantitative and qualitative research had been completed within Company A’s population to understand the state of the company’s culture and the specific areas of need.

After receiving the brief from my principal, we began by collecting visual inspiration, including looking through Company A’s website for photography, logos, type, and generally to get sense of their existing identity system.

Ideation & Designs

After a rapid ideation period with my team-member, we landed on the concept of interlocking hexagons as the connective tissue across all the brand assets. As 6 sided shapes, they represent the 6 Actionable Attitudes, while also interlocking and driving home that the 6 work together.

Proposal & Implementation

After a successful pitch, Company A decided to move forward with our proposed campaign. As the first step in implementing the campaign, Company A requested that an Actionable Attitude guide for leaders, teams, and individual employees be created.

We took the work we had done the week prior and built out these ideas in InDesign into a series of digital booklets, working with copy given to me by the team lead.

Company A poster 2

Key Takeaways

COLLABORATION

Throughout this project, I worked closely with my fellow intern to ideate and iterate, setting our own timeline and goals, and building on each other’s work. I also worked with several design leads, managing each of these stakeholders’ input and opinions, and ultimately helping to create consensus.

WORKING WITH AN ESTABLISHED BRAND

Although using design language of its own, this project needed to work within Company A’s existing visual style, as to not seem out of place among existing collateral and cohesive as a system.

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