BeiGene
Homepage design
OVERVIEW
BeiGene is a global biotechnology company dedicated to developing innovative and affordable medicines to improve treatment outcomes for patients worldwide. With a strong focus on oncology, the company conducts groundbreaking research and develops cutting-edge therapies to fight cancer and other serious diseases. As a rapidly growing organization in the biotech space, BeiGene needed a refreshed brand identity that better reflected its mission, values, and the people it serves.
Role
Art Direction
Branding
Web Design
Print Collateral
Social Media
Branding
Web Design
Print Collateral
Social Media
Brand Guidelines
Process
The rebranding process began with a strategic approach to balance professionalism with warmth. Research focused on differentiating BeiGene from competitors while ensuring the new brand remained authentic. Concept development explored visual elements that would bring a personable touch to the biotech space. The team refined color palettes, typography, and graphic elements through iterations, ensuring consistency across digital and print platforms.
Social Media Posts
Challenge
BeiGene sought a rebrand that would modernize its identity while maintaining its reputation as a leader in biotechnology. Their previous branding felt sterile and lacked personality, so the goal was to create a more human-centric approach that highlighted both patients and employees without straying too far from their established recognition in the industry.
Custom Iconography
Solution
The final branding introduced a modern and dynamic identity. The “Cancer Has No Borders” tagline was transformed into a patterned design element layered over silhouetted photography, reinforcing the human aspect behind the science. The color palette remained clean, with a balance of red and blue as primary colors, complemented by warm grays and saturated highlights for a welcoming atmosphere. Typography combined a sleek sans-serif with a strong serif, while a unique handwritten accent font added a personal touch.
Letterhead and Business Card
Learnings
The rebrand was successfully implemented across BeiGene’s website, internal materials, and social media, with comprehensive brand guidelines developed to ensure consistency and longevity. While the new identity brought a fresh and human-centric approach, the process highlighted the challenges of pushing creative boundaries within a corporate environment. Stakeholders were hesitant to move too far outside of their comfort zone, reinforcing the importance of guiding them through creative choices with clear rationale and strategic alignment. This experience underscored the need for a balance between innovation and corporate expectations to achieve a successful rebrand.
