Positive Branding

To develop the brand and identity the first task was to define the core values, mission and vision statements of the MS Active Source initiative. I held a workshop with Biogen-Idec to understand their motivations for the programme and the benefits it would bring its audience. I held a similar workshop with MS sufferers, to understand their needs, and to ensure the two were aligned.

The results: Biogen-Idec wanted to provide unbiased information, that gave MS sufferers the opportunity to take control of their MS. MS sufferers feedback fell into three distinct categories; Negativity about MS, they needed advice. Wanted factual information on the condition. Needed community and support. From this feedback I devised the following:

Unique Selling Point: Unbiased, comprehensive and tailored
Emotional Selling Point: Giving patients the opportunity to take control of their MS
Mission: Supporting the MS community
Vision: Delivering beyond expectation
Tag Line: Positive Living, with MS

The identity had to be bright, bold, uplifting and positiveThe identity had to be bright, bold, uplifting and positive, without being overly active, it also had to sit with two other Biogen-Idec products, Tysabri and Avonex, both having very different visual identities. Rather than the norm of defining a small colour palette I instead utilised all of the colours from the two existing brands (15 in all), then extended the colour range to 70.

The logo marque had to be written in full as it was the URL, there was no option available to shorten it, so a strong visual identity was created with the colour palette. As MS can strike regardless of gender, age or race, it was essential that imagery or anyone could be represented without bias. Silhouettes proved a perfect way around this, filling them with strips of colour tied them perfectly with the brand. These were perfect for live events where full size cutouts were created for the exhibition stands and venue directional signage. Utilising strips of coloured blocks it is possible to dress any room or venue with the identity with minimal effort.