Campaign Brand Guidelines and Presentation Design
Develop a clear and flexible brand-guidelines presentation for Amgen’s 2025 Mission Week campaign that could support consistent creative execution across teams, communication channels, and event materials. The guidelines needed to communicate the emotional character of the “Moments That Transform” theme while providing practical direction for typography, photography, color, graphic elements, campaign branding, and content applications.
I developed a presentation system that combines emotionally resonant patient photography with a confident blue and turquoise palette, spacious typography, and a distinctive bracket-inspired framing device. The “Moments That Transform” campaign identity is given a prominent but flexible role, while clear page structures and repeatable visual components allow the guidelines to explain how the brand should be used across different formats. Strong hierarchy, controlled image treatments, and consistent campaign elements make the document both visually engaging and practical for production teams.
Mission Week campaign brand-guidelines presentation
The completed guidelines provide teams with a cohesive visual framework for creating Mission Week communications across presentations, digital assets, internal materials, and event applications. The system preserves a consistent campaign identity while allowing enough flexibility to accommodate different patient stories, content requirements, and communication formats.
