In 2014 AstraZeneca set about a rebrand to help differentiate themselves from the rest of the biopharmaceutical industry. By focusing the brand on science and a commitment to scientific excellence, they believed they would stand out and help change perceptions.
Although a corporate website and ecosystem needs to speak to a number of varying audiences, the core mission was to make AstraZeneca the first choice for partners and potential recruits.
Content plays a key role in the new site, with a series of rich stories showcasing AstraZeneca's latest scientific breakthroughs. These long form stories include video and animations that bring to life the science and dispel some of the myths about working for a pharma company.These stories replace the previous brochure-style copy found on many pharma websites. 20 AstraZeneca employees have also been recruited to act as brand ambassadors across the new site. Their profiles show that working at AstraZeneca has allowed them to do the best work of their careers. This 'show don't tell' content brings to life AstraZeneca's porous approach to science, driving recruitment and partnering connections.
The new website has an open and transparent design with an editorial feel that allows the content to breathe. A strong type hierarchy and lots of white space remind the audience of scientific journals.