Unifying and personalizing a global organization

Unifying and personalizing a global organization

I helped Pfizer discover its authentic voice.

Working with Siegel+Gale, I helped audit Pfizer's identity system, brand architecture and communications practices — which through mergers, acquisitions and mission drift had spread in a thousand different directions. To bring unity to the brand, S+G designers developed the "One Pfizer" identity system, and I created new, unified brand voice and messaging guidelines.

Pfizer ad
Pfizer print ad

Two things were of the utmost importance to Pfizer when I defined their voice: (1) that despite its size, Pfizer come across fundamentally as "people helping people," and (2) that all Pfizer communications feel — and be — authentic.

pfizer.com

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