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GSW Worldwide
Liberating Ideas Worldwide
OVERVIEW:
GSW Worldwide (now part of Syneos Health) is one of the world’s largest and most awarded healthcare advertising agencies. With a history spanning over 30 years, GSW established itself as a powerhouse in the pharmaceutical space by moving away from clinical status quo pharmaceutical advertising. The agency became famous for its "Liberating Ideas" philosophy—a commitment to creating bold, emotionally resonant communications that humanize the connection between healthcare brands, providers, and patients across global markets.
ROLES:
Graphic & Visual Design
Brand Design
Print Design
Environmental Design
Illustration
INSIGHT:
GSW’s brand identity needed to be the ultimate showcase for the innovation we promised our clients. Our team understood that in high-stakes business development, the agency itself is the first product being sold. We moved beyond traditional branding to build a robust library of tactile and digital assets. This ensured that every conversation, whether a physical presentation or a remote digital pitch, consistently broadcasted our 'Liberating Ideas' philosophy with precision and impact.
OBJECTIVE:
As a Brand Designer on the internal marketing team, my objective was to develop and maintain a sophisticated library of branded assets used to fuel agency growth. My role involved the creation of multi-channel initiatives spanning print collateral, environmental graphics, and interactive web experiences.
Whether I was theming a bespoke presentation for a high-priority prospect or managing the global agency rebrand, the goal was to provide the strategic tools—photography, animation, and video—necessary to transform the brand into a leader of the global advertising conversation.
RESULTS:
The "Liberating Ideas" initiative successfully unified GSW’s global presence, ensuring visual uniformity across every office and every possible channel.
By providing the business development team with a premium suite of interactive and physical assets, we were able to enhance the agency’s competitive edge during the acquisition of several "Big Pharma" accounts. The initiative proved that a well-maintained, flexible brand library is a vital engine for growth, allowing GSW to communicate its unique value proposition with speed, precision, and world-class design standards.
