Building anticipation for a new and revolutionary internal launch.

This pharmaceutical client had a new and revolutionary HIV drug to bring to market and planned to host an event for their EMEA sales delegates pre-launch so that they could get excited as a team and really understand just how life changing it could be for patients.

The theme of the event was based on being ‘enlightened’ – intended to inspire and motivate attendees and would include TED-style talks from ‘Enlightened Thinkers’ – contributors who had helped people by inventing ingenious solutions to problems caused by socio-economic and climate change issues.

I developed an identity based on a geometric-style, deconstructed typographic system. The letterforms could be reconstructed to form iconography which I used to illustrate the achievements of the Enlightened Thinkers.

The look and feel played with light, overlay effects and gradients to mirror the ‘enlightened’ theme. I also designed a range of pre-launch and event tactics, such as a teaser poster series, a microsite, event banners, merchandise and gamification-style digital activations at the event itself.