GlaxoSmithKline – B.R.A.D.

Brand Branding

I was asked by the international pharmaceutical giant GlaxoSmithKline (GSK) to create an identity and brand and internal communications campaign for one of its most successful internal development divisions – The Biological Reagent Assay Development Division.

The Biological Reagent Assay Development Division is not a very catchy title I’m sure you’ll agree. The solution was to rename the division – B.R.A.D.


A bespoke and modern typeface was created for the brand and then collateral was created for all channels including – Stationery, Presentation Materials, Brochures, Promotional Giveaways and also a corporate Website.


B.R.A.D. is now the most widely ‘recalled’ division by GSK staff worldwide.