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Lilly
Global Brand Identity & "Answers That Matter" Initiative
OVERVIEW:
Eli Lilly and Company is a global pharmaceutical leader headquartered in Indianapolis, Indiana. Renowned for its legacy of innovation—including the first commercial production of insulin—Lilly is a premier manufacturer and distributor of psychiatric and human pharmaceuticals.
To remain a leader in an evolving healthcare landscape, Lilly underwent a comprehensive brand audit and revitalization, partnering with GSW Worldwide to redefine its visual and strategic voice through the global "Answers That Matter" campaign.
ROLES:
Graphic & Visual Design
Brand Design
Interactive Design
Environmental Design
INSIGHT:
A global brand of Lilly’s scale requires more than just a unified logo; it requires a human-centric narrative that resonates across different cultures and disease states. The insight was to move away from cold, clinical imagery and toward a more authentic, empathetic representation of the patient experience.
By bridging the large gap between high-science and human reality, we aimed to transform the brand from a manufacturer into a trusted partner in global healthcare.
OBJECTIVE:
Collaborating with a core team of creative directors, writers, and strategists, I helped lead the design and execution of the new brand identity system. A central component of this effort was a large-scale photography initiative.
Partnering with a photographer on domestic and international shoots—spanning the United Kingdom and Eastern Europe—to capture authentic imagery across various disease states. The final delivery was a comprehensive, interactive Brand Book, deployed via the corporate intranet to ensure global alignment for all employees and vendors.
RESULTS:
The rebrand successfully codified Eli Lilly’s mission and values, providing a definitive roadmap for all future marketing and communications. To celebrate the launch, we produced a series of high-impact environmental graphics, posters, and banners that were installed throughout the Indianapolis headquarters.
This initiative not only bolstered internal brand equity among thousands of employees but also established a rigorous set of brand mandatories that ensured visual and strategic uniformity across Lilly’s global enterprise.
