Case Study: GSK redefines its biopharma brand with Wolff Olins

GSK launches new brand with Wolff Olins, earning 97% positive social sentiment

GSK, a major health company, faced the challenge of rebranding following its demerger from its consumer healthcare division. The company needed a new brand identity to reflect its renewed focus on biopharma and its ambitious purpose. Wolff Olins was engaged to develop a comprehensive new brand architecture, strategy, and identity system.

Wolff Olins created a forward-facing visual and verbal identity inspired by bioscientific imagery, featuring a dynamic new logo called the 'signal'. The adaptable system was designed to flex across all environments. The launch was highly successful, uniting the company and generating 247,000 social mentions in the first month with 97% positive sentiment.

GSK