Pfizer is a global pharmaceutical and biotechnologic corporation. They came to IPG Health with a mission to synthesize the look and feel of their corporate architecture. With collaborative efforts from multiple agencies—include BX, FCB Health Chicago, Pentagram, and Publicis—Pfizer’s identity was given a clear hierarchy.

As a contributing designer, I assisted in the development of distinct identities for the multiple business units under Pfizer, generated detailed guidelines for cohesive implementation, and created storyboard & animatics for the above case study.

BX’s primary goal was to push the boundaries of pharmaceutical branding and take advantage of Pfizer’s desire to shift it’s external perception to appear more consumer-focused in terms of visual recognition. It was an all-hands-in type of a project that let blurred the lines between roles, allowing for tremendous brainstorming sessions & beautiful design. Our work process henceforth strive to capture the same level of meticulous problem solving.