CLIENT
An emerging pharmaceutical company based in Rockville, MD, that focuses on finding remedies for serious disease. They were founded in 1992 to develop protein and antibody drugs based on DNA sequencing but have since expanded their research into many areas.
BRIEF
HGS came to us at a watershed moment. After 20 years of research, they were about to launch a breakthrough drug, BENLYSTA®, that would be the first new Lupus therapy in 50 years. They wanted to celebrate their achievement, relaunch their brand, and find a way to tell their story to the outside world. They also needed to show the breadth of their work. Despite their company name and double helix logo, they were no longer focusing solely on exploring the genome. Without changing their name, they wanted to communicate that they were about more than human genome research.
APPROACH
Our design ties strong emotional benefits to hard science and opens the window to a sense of discovery. There is a fine line between solid scientific work (represented by the bold and direct black type of the logo) and inspiring benefits (represented by colorful dynamic photography). The line pulls back to reveal images that evoke renewed energy in patients’ lives and the flow of creativity. With their human side now first and foremost, their commitment to rigorous study becomes the flip side of a coin — intrinsically connected to moments of celebration and innovation.
