Bristol Myers Squibb
Awakening sound, motion, and meaning for a breakthrough launch
With the launch of COBENFY, a first-in-class schizophrenia treatment, Bristol Myers Squibb needed a brand experience that could do more than educate. It needed to inspire belief. As the first new class of treatment in more than 30 years, COBENFY offered real progress in a space that had long felt stagnant. But to connect with patients, caregivers, and providers, the brand had to do more than show up. It had to awaken a new kind of presence from the very first impression.
The challenge
How do you create a sensory identity that feels as different as the science behind it?
COBENFY wasn’t another product in a crowded field. It was a shift in what’s possible. To reflect that, the brand had to break from category conventions and create emotional resonance. The solution? Sonic branding.
The solution
We created a sonic and visual identity system designed to awaken the brand’s most human qualities.
The sonic logo carried a sense of clarity, strength, and forward momentum. The motion system echoed those same values with every move. Never rushed, never flat, always building with purpose.
These assets were intentionally crafted to inspire connection. They reached across audiences and moments, designed to feel emotionally relevant and distinct in a space defined by sameness.
The results
COBENFY launched with more than a name.
It launched with presence. Its sound became a signal of reassurance. Its movement became a metaphor for possibility. The sensory identity helped define COBENFY’s role from the start: awakening belief in something better and inspiring confidence in what comes next.
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Let’s awaken your brand together.