AstraZeneca

As one of the world's leading pharmaceutical companies, AstraZeneca’s business is focused on providing innovative, effective medicines that make a real difference in important areas of healthcare.

Challenge

Imagine the competitive advantage to be gained if Global Product Teams could bring products to market quicker by reducing decision making time and solving problems faster. Imagine being able to work in a diverse, cross-functional team where everyone trusts and respects each other and where everyone Is passionate about winning. Imagine being in a team with an inspiring leader. Better still, imagine leading one.

These are all the questions that AstraZeneca used to drive an initiative to inspire leadership, encourage knowledge sharing and achieve their shared vision. It was down to Living Designs to bring this ambition to life and communicate the proposition internally in a clear and concise manner.

Solution

We created an identity for Optical, the new team and leadership development process, designed to bring about a step-change in business performance across drug discovery and development.

The new employee brand incorporated a dynamic oval shape to visually represent the lense of a glass and AstraZeneca’s analytical approach. Furthermore, the brand was applied to a series of communication tools to promote the innovative, flexible and highly tailored process focused on four key areas: Teamwork, Inspiration, Creativity and Leadership.

Results

The awareness campaign clearly communicated the Optical vision: To have the best teams with the best leaders working in the best way.