Amylink

Determined to lead the fight against amyloidosis, a rare and serious cause of heart failure, AstraZeneca partnered with Addison Whitney to launch their evidence development programme with a compelling brand identity.

When a patient’s quality of life and life expectancy are at stake, healthcare practitioners demand exceptionally robust supporting data to confidently initiate or modify treatment decisions. To instill assurance and secure buy-in from key stakeholders, AstraZeneca enlisted Addison Whitney for comprehensive branding work, highlighting AstraZeneca’s unwavering commitment to improving patient outcome through uncovering key data gaps in treatment and analysis.

Client
AstraZeneca
Services
Brand Strategy

Research & Insights

Verbal Branding

Visual Branding

Collateral

Defining the portfolio’s strength through a unifying umbrella brand name.

As a key element of their communication strategy, we crafted a unifying umbrella brand name; an approach to naming that provides maximum flexibility in naming individual studies while maintaining a strong connection to the umbrella brand through consistent use of the logo and/or color scheme. Leveraging the brand’s key characteristics defined through our foundational brand work, we crafted the name Amylink.

Amy connects to amyloidosis, while link underscores AstaZeneca and its partners’ dedication to undercovering diagnoses and treatment gaps through collaborative unification of disease understanding, innovative ideas and collective efforts.

The 4-pointed star symbolizes the multi-faceted approach to challenges, with interconnected sections representing unification and collaboration. The negative space highlights intense curiosity and imagination, while the three tails signify accelerated progress and the program’s core principles: relentless passion for patients, curiosity and unification.

Cultivating a powerful brand launch with immersive assets.

The strategic launch of the programme at the ESC Congress not only built awareness but also instilled a sense of urgency among key stakeholders. The highlight was an attention-grabbing anthem video that seamlessly integrated the brand’s strategic messaging and brand identity to effectively peak the interest of key stakeholders right on the congress floor.

To foster conversation on the Congress floor, we crafted interactive touchscreen collateral. This engaging asset played a pivotal role in showcasing the programme’s defining traits and inviting key stakeholders at the Congress to join AstraZeneca in a united effort to transform health and accelerate change.

Driving stakeholder interest post-launch.

Drawing inspiration from the brand’s identity and enriched by narratives from our foundational brand work, we crafted a comprehensive brand toolkit for AstraZeneca. This toolkit includes everything from social media templates to PowerPoint slides, ensuring that their brand story resonates with the key stakeholders at every point of interaction with the brand.

The extensive toolkit included comprehensive brand guidelines to ensure Amylink’s story is told effectively and consistently. These guidelines guarantee that Amylink’s compelling identity is implemented in a way that will resonate with audiences and sustain the brand for years to come.

Amylink

Determined to lead the fight against amyloidosis, a rare and serious cause of heart failure, AstraZeneca partnered with Addison Whitney to launch their evidence development programme with a compelling brand identity.

Defining the portfolio’s strength through a unifying umbrella brand name.

Cultivating a powerful brand launch with immersive assets.

Driving stakeholder interest post-launch.

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