Reframing Pharma
Challenge perceptions by promoting AstraZeneca as a company led by science.
Client
AstraZeneca
Company
DigitasLBi
Role
Design Lead
Duration
12 months
We found
A fresh proposition
In 2015 AstraZeneca rebranded as a company led by science to help differentiate themselves from the rest of the biopharmaceutical industry. With this fresh proposition, together we embarked on a journey of transformation.
To attract new talent
Graduates looking for that first step in their career path put large pharmaceutical companies like AstraZeneca at the bottom of their list. Some who wouldn't dream of it and consider doing so as 'selling out'.
Working for big pharma is a bit like selling your soul to the devil.
Concepts
We concepted a series of initiatives to engage the scientific community. From immersive immunobiology XR experiences to pop-up lab tours, each concept has the intention of connecting AstraZeneca with the scientific community like never before, driving brand perception towards innovation and transparency.
A reoccurring theme was the telling of credible science-led stories. Lifting the curtain to reveal the amazing work AstraZeneca's scientist do on a daily basis. By opening up and laying bare the struggle of scientific pursuit, AstraZeneca could begin to build a stronger more honest relationship with the scientific community. To demonstrate this, AstraZeneca.com was the most natural place to start.
2.7m
yearly visitors to AZ.com
Science led
A fully responsive platform designed & built from the ground up
We took the business, scientific thought leaders and academics through a series of workshops to build a clear view of what AstraZeneca.com needed to be. Centering the information architecture around a series of engaging science-led stories gave us the foundations to build a complex ecosystem that satisfied the business needs while communicating the brand's ambition.
Watch the video
Humanising the brand
By putting employees at the forefront, we brought an authenticity to the company's image, feeding their individual experiences through stories and articles across the site. An extensive photo shoot and one-on-one interviews with over 50 ambassadors across 4 different countries gave us the assets to realise this ambition.
