GENENTECH GLOBAL — HemlibraPharmaceutical Brand Identity & Regulated Campaign Design
From brand zero to global launch — and FDA approval. End-to-end brand identity, campaigns, and regulated creative for Genentech's blockbuster Hemophilia A treatment: logo systems, 75-page brand guidelines, print, digital, video, packaging, HCP & DTC websites. Work that contributed to Hemlibra's FDA approval in 2017 and the agency's acquisition by W20 Group.
Decibel Startup · In partnership with Roche / Genentech
Breakthrough drugs deserve breakthrough campaigns.
Introducing “Beautifully Spontaneous” by Hemlibra
Breaking Free from Bleeds
(and boring pharma ads)
With ‘Beautifully Spontaneous,’ we shattered the mold of typical pharmaceutical advertising, embracing a cinematic and bold approach to highlight patients' everyday moments. The campaign celebrated the renewed freedom and confidence brought by Hemlibra’s groundbreaking treatment for Hemophilia A, creating a relatable and emotional connection with the audience. Our dynamic branding, visually striking video content, and bold graphic styles earned widespread industry recognition for their innovative take on healthcare marketing.
360-Degree Creative Campaign
The campaign embodies newfound freedom, spontaneity, and confidence—capturing real, first-person patient experiences. Using nature as a vibrant backdrop, we highlighted intimate moments of rediscovery: a skateboard ride with friends, a bike journey through uncharted terrain. Each scene underscores the freedom and protection Hemlibra offers, reinforcing a sense of confidence and assurance in daily life.
The campaign conveys a spirit of empowerment: freedom, emotion, rawness, aspiration, beauty, and boundless energy. Patients are depicted enjoying activities previously hindered by their condition, a vivid representation of the life-changing impact of Hemlibra.
Brand Identity Design
Our team created a globally recognized pharmaceutical logo, inspired by the power of a bird’s wing—a symbol of newfound freedom and fluidity. The logo’s vibrant essence flows throughout the entire brand, representing the energy and confidence patients gain with Hemlibra.
Drawing on decades of healthcare branding experience, we ensured the logo met strict pharmaceutical regulations, from generic names to dosages and fair balance.
Brand Guideline Development
We adeptly crafted a comprehensive branding guideline, encompassing visual systems and content. This 75-page guide ensures seamless creative marketing and brand cohesiveness, defining our voice, establishing vibrant and inspiring color palettes, providing logo usage rules, and guiding the design of all our print and digital marketing materials, videos, and websites for both HCP and DTC audiences.
Print & Digital Ads
Digital Banner Ads & Website Design
Our dynamic core brand identity took flight, manifesting in impactful print and digital advertising, including banner ads and takeovers on prominent medical and health news platforms. We also designed video and presentation templates for Roche and Genentech, establishing the graphic stylizations that would define the brand’s visual language for years.
Package Design
Video Spots
Executive Creative Director: Melanie Rothwell (Gargano) via Tiny Penthouse Studio
Director of Film: Alberto Accetulli
Copywriter ACD: Kara Stewart
Photography: Olaf P
Client: Genentech, Roche - Hematology
In Partnership with: Decibel startup team
Creative Credits
RESULTS
Hemlibra received FDA approval in November 2017 0 the first new treatment for Hemophilia A with inhibitors in nearly 20 years. Clinical trials demonstrated a 79% reduction in bleed incidents (Haven 1) and 63% (Haven 3).
Our global launch campaigns, HCP and DTC websites, and brand ecosystem were central to introducing this transformative treatment to the world.
The work contributed to Decibel's acquisition by W20 Group — one of the world's leading healthcare communications networks.
Healthcare & Pharmaceutical Client List
— GLOBAL & US LAUNCHES, EXPERIENCES, CAMPAIGNS & BRANDING —
Genentech — Hemlibra / Hemophilia / Hemotology
Pfizer — Women’s Health Portfolio: Estring / HRT: Hormone Replacement Therapy, Premarin Vaginal Creme
Eli Lilly — Men’s Health: Cialis / ED; Axiron / Low T
Merck Oncology — Keytruda / Melanoma & Metastatic Non-Small Cell Lung Cancer; Zepatier / HepC; Steglatro / T2D
Galderma Labs — Restalane, Perlane, Dysport, Sculpta / Aesthetic Enhancement Facial Fillers
Bristol-Myers Squibb — Sprycel / CML / Oncology
Janseen Biotech — GutCheck™ / IBD
A & Z Pharmaceuticals — MFIT Supps
United Therapeautics — UNITHER, LungRx, Adcirca / Pulmonary Hypertension
Abbott — Humira / RA
P&G Health — Crest/Oral-B, Prilosec OTC, Metamucil, Align Probiotic, Pepto-Bismol
Johnson & Johnson — Listerine / Oral Care
Novartis — Tafinlar & Mekinist / Melanoma
Bayer — Claritin / Antihistamine; Finerenone / CKD, T2D
Gelesis — Plenity / Weight Management
Biogen Idec Oncology
Sanofi — Allegra OTC
Sanofi-Aventis — Multaq / Afib
AstraZeneca — Symbicort / Asthma, COPD
Dyson — Allergy
Mead Johnson — Enfamil / Baby Formula
New York City Healthcare Ad Agency Collaborations
Grey Health, Ogilvy Health, Saatchi & Saatchi Wellness, Publicis Life Brands Medicus Health, Daggerwing Health, IPG