AstraZeneca

We worked on this project alongside Brand Vista, Brand Learning and Accenture.

The AZ narrative

AstraZeneca is one of the world’s leading pharmaceutical companies. Over the 15 year lifecycle of an AZ brand, it’s all too easy to lose people along the way. We created a global brand book, known internally as ‘the narrative’ which was conceived and written by brand alignment company, Brand Vista.

Staff are taken on the journey of an AZ brand, from initial opportunity identification through its entire lifecycle. The AZ of AstraZeneca and an A to Z atlas parallel was too good to ignore, but we avoided portraying this in a twee pastiche of a traditional British A to Z cover.

The inner page layouts highlight the grid used to place the type and photography, but in a way that builds up to a more detailed grid towards the end of the hundred page book. This gives the reader the sense of moving from a broader strategic perspective to a more detailed executional one.

Photography was sourced to reflect the diverse territories in which AstraZeneca operate. Images portray a multitude of different journeys with a subtle sense of always moving in a positive direction from left to right. In order to aid the flow of the journey, Barraclough provided additional copywriting input to complement the copy written by Brand Vista and an internal AZ team.

A set of travel pictograms were created to illustrate the journey essentials – a set of reminders and guidance relevant to everyone on the journey.

We also built an interactive ebook version of the narrative and acted as consultants on a number of major internal online projects. Working with Accenture and Brand Learning, we devised the look for two major SharePoint sites that sympathetically mirrored the style of the brand book.

 

Icons

 

The AZ way

 

Narrative ebook