GILEAD

Art Direction. Campaign. Branding. Social Content. Gilead: Going Beyond The undetectable meeting was created to inspire physicians to go beyond an undetectable viral load as a measure of success and consider the long-term health of people living with HIV. Attended by 427 delegates from over 40 countries, the meeting was designed in partnership with a scientific committee of 20 HIV experts to facilitate learning, debate, and collaboration around the future of HIV. Concept: I decided to play with the HIV logo shape and four straplines which represent Gilead’s core. I duplicated and rotated the logo square, placing it as background decoration. In my opinion, the rotation helps to express the dynamism of a 'fully lived' life. Movement is life, and life is Gilead. I used flashy and attractive colours to visually represent the importance of scientific discoveries discussed at the conference meeting. I gave a human feel to the visuals with the abstract hands and legs used in some of the backgrounds, which represents a man jumping. I chose to use landscape photography to enhance the 'fully lived’ life theme. I used German DIN Condensed to add trustability to the event, playing with the idea that Germany has a worldwide reputation for precision and exactitude.