IPSEN BRAND REFRESH
During my time at GSW, I worked on an unofficial brand refresh for Ipsen, a biopharmaceutical company based in France.
The creative brief outlined key strategic elements of Ipsen’s identity that I focused on in my designs.
One of these elements is Breakthroughs That Matter, which reflects the company’s dual focus: driving meaningful innovation in oncology, neuroscience, and rare diseases, while ensuring every advance makes a tangible, positive impact on human lives.
I was also fascinated with Ipsen’s brand purpose: Where Scientific Precision Meets Human Purpose. Ipsen’s identity is grounded in its commitment to advanced science, specialized expertise, and a deeply human, patient-centric mission.
What does a breakthrough look like? Where does scientific precision meet human focus? My ideation focused on negative space, energetic bursts, and the humanity that motivates scientific research and innovation.
Initial Ideation
CONCEPT 1
The logo focuses heavily on the concept of BREAKTHROUGH, with a rounded shape expanding through a sharp-edged square. The outer shape represents the scientific precision of Ipsen’s work, with the organic, expanding shape representing Ipsen’s human-centric breakthroughs.
CONCEPT 2
The logo is an elegant telling of Ipsen’s brand story. Science, humanity, and technology work in tandem to put life-changing therapies into the world. Here, the outer ”V” shape represents the sharp, scientific precision of Ipsen, while the soft interior geometry represents their human focus. Small circles emerge from the shape, representing new technologies and innovations being released into the world.
CONCEPT 3
The logo features a sleek “V” shape breaking from a rigid block and blooming toward the Ipsen “I”.
The sharp corners evoke Ipsen’s dedication to scientific precision, while the momentum into the word represents the company’s innovative edge.
