GSK
Ahead Together

GSK logo 3D brand reveal animation — white three-dimensional marque assembling against orange gradient — motion identity and brand film design by Matthew Haysom, Creative Director at Wolff Olins, global biopharma rebrand

Overview

GSK (GlaxoSmithKline) is a global biopharma company focused on preventing and treating disease. Rebranded in 2022, GSK sharpened its identity around science, technology, and innovation, with a purpose to unite science, technology and talent to get ahead of disease together.

GSK 'Ahead Together' brand identity campaign — warm gradient design by Matthew Haysom, Creative Director at Wolff Olins, global biopharma visual identity and digital products

Overview

At Wolff Olins, I was part of the design team that helped launch the new GSK and position itself as progressive and dynamic, with a strong focus on collaboration, inclusivity, and long-term health impact. The new identity features a custom, energetic typeface and an orange palette symbolising warmth, humanity, and vibrancy. The brand is designed to work across digital platforms, reflecting GSK’s focus on advanced tech and data science. 

GSK orange gradient wordmark on white background — logo design and brand identity by Matthew Haysom, Creative Director at Wolff Olins, global biopharma rebrand and visual identity system

GSK primary logo
A custom designed logo that feels confident and fit for the future.

GSK logo design anatomy showing 'The Twist' and 'Precision Point' — brand identity design by Matthew Haysom, Creative Director at Wolff Olins, global biopharma rebrand

Visual identity DNA
The Twist' and 'Precision Point' from the logo, define the brands cohesive red thread and dna throughout the ecosystem.

GSK mobile app icon on iPhone home screen close-up — app icon and mobile brand identity design by Matthew Haysom, Creative Director at Wolff Olins, global biopharma digital product design

Logo shorthand
A shorthand for the GSK logo, was designed to be responsive and mobile first.

GSK therapeutic area cards for Infectious Diseases, HIV and Oncology with scientific illustration — science communication and brand design by Matthew Haysom, Creative Director at Wolff Olins, global biopharma digital product system

Therapeutic areas
A library of scientific imagery was created to communicate infectious diseases, HIV and oncology.

GSK Precision custom typeface and 'Ahead Together' brand identity system — typography design by Matthew Haysom, Creative Director at Wolff Olins, global biopharma visual identity

Custom typeface, GSK Precision 
A bespoke and custom built typeface was designed for GSK's 2022 global rebrand in collaboration with F37.

GSK 'Ahead Together' brand system overview showing campaign photography, print and digital touchpoints with 'Uniting science, technology and talent' messaging — brand identity system by Matthew Haysom, Creative Director at Wolff Olins

Global design system 
A robust and flexible design system to ensure consistency across all digital, print and global brand communications.

GSK 'Welcome to GSK' mobile app splash screen on iPhone with orange gradient — mobile UX and digital product design by Matthew Haysom, Creative Director at Wolff Olins, global biopharma brand and digital experience

Responsive web design
Translating the visual brand identity into a digital design system.

GSK white-on-white embossed branded uniform with orange pin detail — premium brand identity applied to workwear by Matthew Haysom, Creative Director at Wolff Olins, refined biopharma brand identity system
GSK branded apparel campaign portrait — brand identity applied to staff uniform and clothing by Matthew Haysom, Creative Director at Wolff Olins, human-centred biopharma brand identity system

Labatory uniform
GSK branded workwear with premium white-on-white embossed logo.

Employer branded t-shirt
GSK visual identity extended into human, wearable brand expressions.

GSK digital product on iPad showing virus scientific illustration and 'working on human health's biggest challenges' — digital product and science communication design by Matthew Haysom, Creative Director at Wolff Olins, biopharma brand and digital experience

3D CGI Illustrations
GSK digital product design, science communication and brand identity on iPad.

GSK global brand system isometric exploded view showing environmental signage, digital screens and branded touchpoints — brand design by Matthew Haysom, Creative Director at Wolff Olins, comprehensive biopharma identity system

Isometric brand system overview 
GSK global brand system for environmental, digital, and spatial identity mapped across internal and external environments.

GSK 'We are ambitious' digital product screen showing brand values and employee stories — UX and digital product design by Matthew Haysom, Creative Director at Wolff Olins, biopharma culture and people-first brand experience

Digital interface and UI 
UX design expressing GSK's people-first, ambitious culture.

GSK 'Ahead Together' brand campaign portrait — human-centred campaign photography and art direction by Matthew Haysom, Creative Director at Wolff Olins, global biopharma brand identity and people-first positioning

'Ahead Together' campaign 
Human-centred portrait photography for GSK's global 'Ahead Together' brand identity, Wolff Olins.

GSK 'This is our Code' mobile app on iPhone — digital product design by Matthew Haysom, Creative Director at Wolff Olins, biopharma brand values and digital experience design

'This is our Code'
Interactive digital experience connecting brand values and employee culture.

GSK brand film showing diverse global names in GSK Precision typeface — motion and typography design by Matthew Haysom, Creative Director at Wolff Olins, human-centred biopharma brand identity

Scrolling names typography
Motion identity featuring diverse global names in the bespoke GSK Precision typeface.

Role

Associate Creative Director

Responsibilities

→ Visual Identity
→ Brand Architecture
→ Interactive Design
→ Art Direction
→ Creative Consultation

Credits

Wolff Olins

Featured work
A selection of recent projects.

JAJA Tequila agave plant brand mark on deep forest green — logo icon and brand identity design by Matthew Haysom, Creative Director at Gin Lane, DTC spirits brand visual identity and iconography

JAJA Tequila
Made for Magic Hour

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Tomorrow
Sleep Better

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Hims
Telehealth for a healthier you

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Let's Chat.
Opportunities start with a hello. Whether you’ve got a brief, a thought, or a good story, I’d love to hear it.

© 2025 Matthew Haysom. 

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