AGENCY: BBH LONDON
LEAD DESIGN / BRAND IDENTITY / CAMPAIGN / 2022
Global Brand Identity & Campaign Genentech / Roche
Vabysmo is developed by Roche/Genentech and has become a leading, high-growth treatment in the ophthalmology market.
The team at BBH London approached me to lead the design and creative direction for the Vabysmo brand. This included shaping the logo and visual identity, defining the tone of voice, and developing the campaign.
RECOGNITION:
PM Society Awards 2023
Marketing Week Awards 2024
Clio Health Awards 2023
New York Festivals Health Awards - Finalist / Bronze 2024
Modern Healthcare Marketing Impact Awards 2024
PROJECT CREDITS:
AGENCY: BBH LONDON; CREATIVE DIRECTOR: PAUL FOSTER; AGGIE BIL, BRADLEY GODOLPHIN; HEAD OF HEALTH: NATALIE ENNIKS; STRATEGY DIRECTOR: FRANKIE EVERSON
The Brief
Develop a distinctive, scalable brand identity for a global healthcare product — one that could reflect the duality and innovation behind Vabysmo's dual-pathway mechanism of action, flex across photography, motion, and educational content, and stay aligned with both US and EU regulatory and marketing requirements.
One of the biggest challenges was finding the right balance between being medically credible and still making the brand feel human and warm. We needed something that would speak to both healthcare professionals and patients, without feeling too cold or clinical.
I designed the Vabysmo logo and visual identity system around a dual-diamond mark, symbolising the product's two-pathway approach.
The eye motif — split between purple and lime-yellow gradients — became a recurring visual signature throughout the system, tying together everything from the brandbook cover to social content and congress materials.
Brand Evolution / Campaign
For the launch campaign, "The Power to Open the World," I developed key visuals across US and EU markets, introducing a gradient and linear system built around the eye shape to strengthen visual storytelling and keep the identity consistent across video, photography, and digital touchpoints — from OOH billboards to app interfaces and patient-facing content.
AAO Congress, San Francisco
For one of ophthalmology's biggest industry events, I designed a full congress takeover: Uber car wraps, building-scale billboards, a booth with digital and physical interactive displays, and a supporting online campaign — creating a strong, consistent brand presence across every touchpoint at the event.
DTC Brand Optimisation & Social Campaign
I developed the visual communication for a Direct-to-Consumer campaign spanning three brand indications, defining the colour palette, typography, layouts, and key visual assets to ensure consistency and strong brand recognition across social platforms. The campaign reached approximately 450K patients treated worldwide across its social content.
DELIVERABLES:
Logo and visual identity system.
Complete brand guidelines (PDF + Figma).
Key visuals for print, digital, and motion assets.
Design templates for regional marketing teams (US + EU).
Support for launch assets, including web, video, and internal communications.
Complete brand guidelines (PDF + Figma).
Key visuals for print, digital, and motion assets.
Design templates for regional marketing teams (US + EU).
Support for launch assets, including web, video, and internal communications.
