GSK
Awakening a brand built to scale with the science
GALAXIES is GSK’s unified brand for a growing clinical program focused on next-generation immuno-oncology. With studies expanding across tumor types, combinations, and clinical partnerships, the brand needed to do more than track progress. It had to awaken connection across every study, team, and audience involved.
The challenge
How do you build a brand that can evolve with the science while staying consistent, clear, and meaningful?
GALAXIES needed to function as more than a name. It had to act as a system. As new studies launched across lung, head and neck, gastric, and biomarker-defined populations, the brand was tasked with bringing structure, purpose, and momentum to a rapidly expanding portfolio.
The solution
We extended GALAXIES into a future-ready identity system built for scale.
The naming strategy was expanded to support new indications and partnerships, with a decision tree and study numbering framework developed to guide ongoing implementation.
The identity was grounded in metaphor. GALAXIES evokes a vast network of possibilities, with dostarlimab as the central force around which new discoveries orbit. The logo reflects this motion. Three forms move around a shared center. An embedded arrow points forward. Each element was designed to inspire confidence in complexity and signal progress without losing clarity.
To activate the brand, we delivered a comprehensive toolkit that included updated guidelines, a new naming strategy section, logo libraries, branded templates, a motion logo, social assets, an icon system, swag-ready files, and a Microsoft Word safe letterhead for internal use.
The results
GALAXIES is now more than just a verbal identity.
It’s unifying platform that inspires alignment and awakens consistency across one of GSK’s most ambitious oncology programs. With strategy, design, and tools in place, GALAXIES is now ready to grow with the science it represents. Always evolving, always connected.
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