GlaxoWellcome

The Quality Master Plan presented a unique opportunity to brand a promotional campaign around GlaxoWellcome’s new approach to ensuring the timely availability of safe and releasable Clinical Trial Materials. By taking a creative and fun approach we aimed to change the mindset that is typically associated with an employee guidance manual. We achieved this by using bright colors throughout and developed a series of announcement boxes promoting the four key objectives, each containing a toy. The toys were a creative way to bring fun to the objectives: a microscope for “Clarity”, a slinky for “Flexibility”, a hopping globe for “Global Reach” and expanding sponges for “Results”. One box was sent each week over a month’s time followed by a promotional brochure that doubled as a pocket folder and file folder, which would be used to store future announcements and updates. The campaign concluded with the ring binder divided into nine sections. A series of illustrations were created depicting the topics for each section. Hopefully we made work a little more enjoyable for the recipients.