Amgen Oncology branding

Taking bold steps to transform a global brand

We were charged with creating a brand platform that would reinvent Amgen Oncology as a high-visibility global leader in cancer treatment. We responded with a bold new position that launched an extensive brand awareness campaign, moving them away from being known only for supportive care products towards being a leading innovator in the multi-faceted fight against cancer.

The new platform launched, first internally and then to the world, via brochures and tradeshow materials. The move gave them a unique position in the industry and a resonant internal rallying cry. The “Attack, Defend, Transform” symbol tells a concise visual story of who Amgen Oncology is today: a dynamic, global leader that is working to transform cancer treatment.