AGENCY: BBH LONDON
LEAD DESIGNER / BRAND IDENTITY / CAMPAIGN / 2022
ANZUPGO
Anzupgo is a therapy for moderate to severe chronic hand eczema, developed in collaboration with LEO Pharma and BBH London.
In my role as Lead Designer, I worked closely with the Design Director to shape the brand from the ground up — from the logo and visual direction to the key visual, concept art, and complete identity system.
The brand language is bold and expressive, capturing the feeling of release that comes with moving beyond prolonged steroid use. The logo acts as a marker of change, signalling a new chapter in treatment.
A distinctive bracket motif brings structure and momentum to the system, appearing as both a framing device and graphic backdrop. Centred around a vivid green, the colour palette introduces freshness, confidence, and clarity to a space long defined by clinical minimalism.
PROJECT CREDITS:
AGENCY: BBH LONDON; CREATIVE DIRECTOR: PAUL FOSTER; AGGIE BIL; BRADLEY GODOLPHIN; SENIOR DESIGNER: SAHRA UHLER
DELIVERABLES:
Logo and visual identity system, Key visuals for print, digital, and motion assets
Putting your life back in your hands
The challenge was to launch a brand that breaks away from tired pharmaceutical conventions, speaks with real humanity, and gives both patients and dermatologists a genuine sense of hope.
Symbol of freedom
The Anzupgo logomark is a stylised 'c' or open bracket — a form that suggests both an open hand and a liberating gesture.
A single, striking primary
One electric green anchors everything. The palette is intentionally stark: a breakthrough colour in a category defined by clinical beige. Alien Armpit green is arresting, optimistic, and unmistakably Anzupgo.
Campaign applications
Across tablet UI, street banners, and congress materials, the brand language is consistent: bold type, the bracket motif, and the C-shape logomark play together in two tonal registers — light and Alien Armpit.
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