Pfizer, Inc. Established Products
The Established Products Business Unit of Pfizer is entrepreneurial and challenges conventional wisdom. This strategic culture and brand overhaul took the business’s various lines within the EPBU to new levels. Inspired by their “No Excuses” philosophy and a reputation within the industry for being some of the most fast-thinking, independent minds in the business, we created a brand centered on graffiti, tags, and variable artwork to express a culture that is as modular and free-thinking as their methodology.
The project saw the units through the challenges of an acquisition of another major pharma brand, so there were familiar and completely new colleagues to reach.
We also advised communications on their internal strategies to phase in several updates to their culture model, and implemented the brand across widely varied collateral that involved logistics and distribution to 23 countries and in several languages. We were thrilled to create this energetic (and often snarky) body of work, and the teams across the world really owned it — getting into the photoshoots, requesting additional customizations, and even sourcing artists to “tag” a giant brand mural on one of their headquarters in Barcelona, Spain!