Our Role

Brand identity, design, illustration, content creation, copy writing

The Brief

To create a visual style and literary tone for the British Pharmacological Society’s new educational literature. To distill and communicate, the definition and role of Pharmacology in society, and how it differs from other (and somewhat similarly named!) related science disciplines. Also, to highlight that Pharmacology is important, exciting and interesting.

To then apply this method to two resources, aimed at two audiences. A general explanation of Pharmacology for the everyday man, and a more specific careers focused resource, for 14-18 year olds, and their respective teachers and guardians.

The Process

Our first task was to de-mystify the term ‘Pharmacology’. By emphasising commonplace applications and uses of Pharmacology, and referring to related famous discoveries, we highlighted the role pharmacology already plays in our audience’s everyday lives.

We wanted to really emphasise the important and life changing elements of the subject, of which people were likely to have prior knowledge. Development in AIDs medicine, the discovery of Penicillin and the Pill are all the product of Pharmacology.

To tie the two resources together, we authored the strap ‘Life Changing, Changing Life’. This pointed towards the life-changing capabilities of the discipline, and also it’s ability to shape and affect physical processes within the body. In the careers resource it also serves to reiterate that a career in pharmacology is life-changing.

We moved away from wordy science-heavy vocabulary, and focused on explaining everything simply and clearly, using obscure ‘hooking’ facts to draw our audiences in. ‘When should you drink Lizard Spit?’. We also worked to dispel the image that all pharmacologists are stuck in labs by highlighting the broader applications of the subject. However, we also made clear that a section of pharmacologists do work in labs, but for very valid, life-changing reasons.

We worked on visual solutions to explain more complex, but important, elements of the field, and broke up large bodies of text with quotes, icons and vox-pops. We created a bespoke library of icons which were used across these initial materials, but create a common visual language for future publications.