Background
Amneal Pharmaceuticals initiated Beyond Identity as an inclusive platform with the intent to acknowledge diverse gender identities and sexual orientations within healthcare communication.
As part of this initiative, Amneal assigned two clear deliverables: development of a unifying logo for the Beyond Identity platform, and creation of breast cancer awareness communication for the general public, branded under this platform.
Task 1: Beyond Identity Logo
The first task was to design a single, common logo for the Beyond Identity platform that could represent transgender individuals, gay men, and lesbians.
The objective was to create a visual identity that was inclusive and respectful, without isolating or fragmenting individual communities. The logo was developed to function as a unifying symbol and served as the brand marker across all subsequent communication.
Task 2: Breast Cancer Awareness
Following the logo development, we created breast cancer awareness inputs for the general public, used primarily in clinical settings and patient-facing environments. The awareness communication focused on:
- Importance of breast self-examination
- Key signs and symptoms of breast cancer
- Need for early detection and timely medical consultation
All materials were branded under the Beyond Identity platform, while keeping the messaging universal, educational, and suitable for all patients.
Execution
- Designed clinic-friendly awareness assets
- Used neutral, inclusive language and visuals
- Ensured clarity, simplicity, and medical appropriateness
- Maintained consistency with the Beyond Identity visual identity
Work Gallery
