Pfizer Oncology

The Situation

Pfizer Oncology is the pharma giant’s high-visibility workhorse, with many established, trusted medicines and divisions under its umbrella. It was in need of a rebrand and a reintroduction – a jolt in the arm that would engage the healthcare community, differentiate Pfizer Oncology, and re-energize the ranks from leadership on down.

The Challenge

Hero was engaged to create a custom branding system and corresponding campaign to reposition Pfizer Oncology in the eyes of healthcare providers as category-defining, innovative, committed to breakthroughs and great leaps forward in the field of Oncology.

What We Did

Our driving insight was that Pfizer had to own the intersection of science and patient impact. Pfizer would focus on their patients’ cancer, so their patients could focus on living life. The resulting brand ID system grew out of the tag and concept of Life In Focus, along with circular design elements reminiscent of lenses and spotlights.