Branding & Identity pitch concept

Burson for Gilead

The biopharmaceutical company Gilead wanted a branding pitch for their Latin American initiative “Action for Community Care + Impact on HIV”, nicknamed “Accion.” With the target audience comprising of queer, Latino men in their 20s, the focus was on creating a design system that was youthful, energetic, and flexible.

The logo–with its expressive lettering–features a speech bubble in place of the letter “O” symbolizing the importance of voice in the initiative. A hand-drawn texture speaks to the grassroots nature of community organizing.

Carefully crafted icons represent regional significance and community while a vibrant color palette feels aligned with the vividness of Latin America.

Elements of the corporate brand of Gilead appear in small doses so that the system is cohesive when paired together.