Role: Art Direction, Branding, Web Design, Print Collateral, Social Media
Summary: BeiGene is a global, biotech company focused on developing innovative and affordable medicines. Tasking us with rebranding, the company wanted a fresh face while still being a prominent force in the biotechnology field.
Challenge: Responsible for leading the rebrand, my goal was to make the patients and employees the main focus and make the company more personable. Their previous branding was sterile, and lacking personality. We knew that they wouldn't want to stray too far away from what they were recognized for.
Solution: What we came up with was a modern and playful brand that was indistinguishable from its competitors. Using their “Cancer Has No Borders” tagline as a patterned element over silhouetted photography brings the human element of science to the forefront. The color palette is clean utilizing red and blues as the primary colors, with warm grays as secondary, and saturated colors as the highlights. Typography is a clean san serif paired with a strong serif. A unique handwritten typeface is being used as an accent.
Results: Branding was rolled out through their website, internal materials as well as social media. Guidelines were created to maintain the integrity of the brand.