The Challenge
Introducing a new internal brand with meaning and momentum
Sanofi was preparing to launch ILLUMINATE, a new brand and digital resource designed to support and empower patients navigating the clinical trial experience. The challenge was internal first. Before ILLUMINATE could succeed externally, it needed to resonate with Sanofi associates and earn belief, pride, and advocacy across the organization.
This was not simply a logo or website launch. It was a cultural moment that required clarity of purpose, visual cohesion, and a system that could scale across offices, teams, and daily touchpoints.
My Role: Creative Direction, Brand Strategy & Internal Launch Experience
The
Insight
Internal belief drives external impact.
For a patient-centered initiative to succeed, the people behind it must feel connected to its mission. Research and internal conversations made it clear that associates needed more than information. They needed to feel invited into the story of ILLUMINATE and understand how it reflected Sanofi’s commitment to advancing health for everyone.
A strong internal launch could turn awareness into ownership and transform a brand into a shared mission.
The
Solution
A tangible, human-centered internal launch system.
We designed a cohesive internal launch experience that brought ILLUMINATE to life across physical spaces, digital environments, and everyday moments. The brand expression was warm, optimistic, and purposeful, anchored by the message Advancing health for you. For all.
Branded materials such as table tents, posters, video monitors, and internal communications introduced the initiative in communal spaces, while thoughtfully designed merchandise extended the brand into daily routines. Apparel, desk items, drinkware, and tech accessories were created not as giveaways, but as functional reminders of the mission behind the work. A comprehensive brand book and stationery system ensured consistency and clarity as the brand scaled.
Together, these elements formed a complete internal launch ecosystem that built excitement, reinforced purpose, and unified associates around a shared vision.
