GSK
Awakening connection across two rare disease studies
GSK was preparing to launch two parallel clinical trials for rare eosinophilic conditions. One focused on EGPA, the other on HES. While the science and patient populations were distinct, both studies shared the same long-acting therapy, depemokimab, and a common goal: to improve outcomes for people who have long lacked treatment options.
The challenge
How do you create two distinct brands that speak to different audiences, yet still feel part of the same story?
The studies shared clinical foundations and patient experiences, but each brand had to stand on its own. They needed to awaken trust among underserved communities while creating clarity for both internal teams and external partners.
The solution
We developed OCEAN for EGPA and DESTINY for HES.
Each name was crafted to reflect the emotional landscape of its respective audience. OCEAN evokes calm, clarity, and the return to a more stable life. DESTINY carries a sense of strength, purpose, and forward direction.
Rooted in patient insight, both brands were designed to inspire understanding and reduce stigma. Each was paired with a distinct color palette and visual identity, while a shared typography system provided subtle cohesion between the two.
The results
OCEAN and DESTINY launched as complementary brands with clarity and intent.
They gave GSK a unified foundation to communicate progress in rare eosinophilic disease, while offering patients and partners a clearer way to engage. Together, the brands continue to awaken alignment across teams and inspire confidence in what’s ahead.
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