GSK Rebrand 2022

GSK, formerly GlaxoSmithKline, became a biopharma company after separating its consumer healthcare business as Haleon. The demerger called for a new purpose, voice and culture, and a first identity change in two decades that would signal leadership in innovation rather than blend into a clinical sector. Wolff Olins' 2022 identity rallies the company around getting ahead of disease together, keeping the name while changing almost everything else, with accessibility built in from the start.