While working as senior art director at SA365, I was asked to propose a full rebrand to the Boehringer Ingelheim’s Patient Support Program, that is called ‘Abraçar a Vida’ – ‘Embracing Life’ in brazilian portuguese.

The main problem with the old branding was that it was no longer in line with the brand realignment that the corporate brand passed on the beginning of 2024, looking old, heavy and over-the-top when it was applied on the new design system, that has a much more clean and lean approach.

To solve this problem, I’ve created a design based on the ‘hug’ concept, to align the name of the program with the symbol and general look-and-feel of the project and, at the same time, get the new brand closer to the corporate brand, incorporating elements as colors and typography.

The results of the project can be seen below and the launch campaign of the new brand it’s currently on air.