The ABPI (The Association of the British Pharmaceutical Industry) needed to refresh their image of 40 years. Working with our friends at Hensley Partners who lead the research and repositioning part of the project, we worked to translate the strategy into a fresh new look. Based on the idea of smaller components collaborating to create something bigger, we designed the geometric tree inspired by an ancient medical symbol. We then brought the tree to life across everything from signs to digital formats and print applications.



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