TMC Strategic Communications

Lilly Dove

Powerful visual identity.

Developing a creative concept and design to enhance the visual presence of one of the largest pharmaceutical companies in the world.

Lilly is one of the largest pharmaceutical companies in the world. Making medicines that help people everywhere to live a longer, healthier and more active life, the organisation was founded in 1876 by Eli Lilly.

Consistently ranked as one of the worlds best companies to work, Lilly have sustained a culture that values excellent, integrity and respect for people.

Recognising that there was an opportunity to enhance the visual presence of Lilly and increase participation at events within a highly competitive landscape, we worked as an extension of their team to develop concepts and creative for their annual satellite symposia events.

The Project

The creative needed to carry an impact that was distinct and thought provoking. Working with the Lilly team we developed the title ‘Reflecting on Progress’ which supported their overarching communications strategy.

This title acted as the base for our studio team to develop a series of concepts. With teams based in the UK and Europe it was crucial to maintain a consistent and open stream of communication during the initial concept stage and throughout. We worked closely with key stakeholders at each stage of the journey to ensure that the concepts supported their objectives.

At regular intervals we presented back to the team a series of sketches to discuss the development of the final image. These included concepts that centred around birds to represent freedom and moving forward after diagnosis.

TMC Strategic Communications
TMC Strategic Communications

We concluded that the final designs needed to be:

Respectful The symposia topic is real and life changing for patients. This should be respected in terms of therapy but also the KOLs involved in the treatment decisions

Unique Historically the images created for Lilly have always been unique in concept. Therefore, the new image must continue this legacy.

Adaptable The image will be used across many various deliverables. Therefore, it must be easily adaptable for application to these.

Clever/Thought provoking Enticing delegates to look further into the image and provoke discussion.

TMC Strategic Communications
TMC Strategic Communications

The final outcome was an image that communicated a calm and considered approach, whilst indicating hope and health, through the lighting and composition of the Dove within the image.

As audiences explore the image, it becomes clear that the true focal point of the creative is the reflection of the lungs in the water. The lungs were pinnacle to the symposium theme ‘Perspectives in Lung Cancer’, whilst the Dove symbolised the next steps and positivity that would come from the event.

The concept and final design were well received and created a significant impact with a measured increase in attendance.

TMC Strategic Communications

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