2022 AMI Online Salon

Immuno-Oncology Pathway and Design Style Guide

Project Details

  • Entrant Name:  Trisha Haszel Kreibich
  • Client: Bristol Myers Squibb
  • Copyright: Bristol Myers Squibb, 2021
  • Medium/software used: 3dsMax, Arnold, Adobe After Effects/InDesign
  • Final presentation format: PDF (as style guide), Individual pathway illustrations to be used in PPT for medical field use, Digital displays at congresses
  • Primary Audience: Health Care Professionals (oncologists)

Project Description

Bristol Myers Squibb (BMS) had recently merged with Celgene, forming the largest oncology pharmaceutical company in the world. With this merger, BMS revamped their corporate image with new branding guidelines, focusing on their commitment to humanity and featuring diverse skin tones as the corporate palette, and radial gradients framing photography of real patients and health care providers. Our objective was to develop a style guide, along with numerous scientific illustrations for the professional oncology community, that would complement the “humanity-focused” spirit of the corporate brand. Through extensive workshopping and competitive research, we produced both graphic design and illustrative elements that connected with the corporate goal; cellular translucency echoed the look of skin; radial gradients framed the science as “hero”; and a careful balance was struck by combining simple, smooth surfaces on complex, detailed molecular models. Color palettes and design elements were specifically created to nest within the overall company identity and provide a visual, scientific representation of their vision statement: “Transforming Patients’ Lives Through Science.”