We created belief...

GSK is a global biopharma company with a leading portfolio of vaccines and speciality medicines. Nine years after we helped evolve their brand and visualise science in a beautiful and intriguing way, they asked us to take on the same challenge for technology.

Tech is central to GSK’s purpose of getting ahead of disease together – it accelerates how medicines and vaccines are developed and delivered; improving health outcomes for more people. Rather than relying on clichés or stock imagery, GSK wanted striking, ‘thumb-stopping’ visuals that set them apart from other tech and pharma companies.

The brief was clear:
•    Show the human impact of technology
•    Create imagery that is distinctive and ownable; aligned with GSK’s science visuals
•    Use abstract storytelling, not literal depictions of technologies
•    Explore how data itself could generate evolving imagery over time

Data is not just a tool. It’s the force behind technology.

 

It empowers decision-making, connects them to patient insights, and triggers breakthroughs and moments of discovery.

 

Each and every data point is a valuable piece of the puzzle. Every connection tells a story. We see patterns emerge, insights take shape, and complexities become crystal clear, all thanks to the power of data.

To bring this idea to life we developed a data design system made up of geometric shapes (cube, sphere, and tetrahedron) to symbolise different types of data, knowledge, and insights. The variation in shape also adds further textural and tonal variation across the imagery. Similarly to how the science images work, they are an expression of data, not an accurate visualisation. The colours and materials are a natural evolution of the science imagery look and feel.

The system spans three key visual areas:
1.   Patient/Talent level (Face): connecting directly to the human element
2.   Storytelling level (Networks): illustrating technology through expressive, abstract forms
3.   Science level (DNA): linking back to science through use of existing scientific imagery geometry

There have been many attempts to tackle this tricky brief over the years, and this time the imagery have been very well received by the tech parts of the business as well as brand and communications teams. The imagery is even being used on the front cover of GSK’s annual report.

 

“We challenged RY to create striking, memorable imagery that would bring our tech story to life - visuals that not only conveyed the human impact of technology but also felt distinctly and unmistakably GSK.

 

At GSK, data powers our purpose, and alongside advanced technologies, it deepens our understanding of human biology and disease. The imagery RY developed beautifully captures this - symbolising diverse data points and the meaningful connections between them that help us build a picture of the patient.

 

Since launch, the assets have been embraced across the organisation and beyond, with more than 600 downloads from the GSK Brand Hub in just three months.”

Hannah Huxford, Director, Content Producer, GSK